CLAUDIA MARIAN 

 

 

BRAND COMMUNICATION 

in process 

 

Purpose of the course 

 

The aim of the Brand Communication course is to give an insight into communication strategies, how to apply new media and current media in the consumer communication, what is the relationship between the advertising industry and the companies, how to prepare communication materials, which factors to take into consideration when doing so. 

 

 

Content

 

The course combines both theoretical notions supported through the book ' Marketing Communications - A European Perspective' by  Patrick De Pelsmacker, Maggie Geuens Joeri, Van Den Bergh, and practical exercises through case studies. The following subjects were discussed in-depth throughout the Brand Communication course:

 

• Integrated communications

• Branding

• How marketing communication work

• Communication objectives

• Advertising incl. agency briefing

• Media planning

• Advertising research

• PR and sponsorship

• Sales promotions

• Direct marketing

• Point of purchase communications

• Exhibition and trade fairs

• Personal selling

• Ethics issues in communications

• Differentiation strategies/Sustainable competitive advantage

 

Reflection 

 

I consider Brand Communication a highly interesting course to approach as it offers me a very complex perspective towards communication and how brands should make use of it in an effective way. 

For the final assignment in Brand Communication I am working with my group on creating a sub-brand of Nutella and develop a campaign for it.