This course is an examination of the planning and execution of marketing communications.  Among the topics discussed are: advertising objectives and making a budget, media strategy, creative strategy, and measuring advertising effectiveness.  Emphasis is on managing the advertising and promotional functions as integral parts of the overall marketing strategy of the organization.  It includes personal selling, sales promotions, direct marketing, publicity and public relations sponsorship, exhibitions corporate identity, packaging and merchandising.  Also included is the background to the marketing communications process such as; marketing communications planning, theories of communication, buyer behaviour theory,  understanding the media, promotional appropriation, measuring the effectiveness of promotional programs, and evaluating the social, ethical and economic aspects of marketing communications.