State the Objectives of marketing communications

Objectives of this module are to:

  Examine concept of exchange in the marketing context;

  Assess role of promotion in the context of the marketing mix;

  Consider range and potential impact of marketing communications;

  Identify key characteristics of each major tool in the communications mix;

  Examine effectiveness of each communication tool;

  Establish a need for marketing communications;

  Compare marketing communications in the consumer and business markets.