PRAD4025 Branding and Communication (3 units)
- PRAD3015 Consumer Perspectives in Public Relations and Advertising
- Medium of Instruction:
This course investigates brands—why they are important, what they represent to consumers, and how advertising and PR professionals could enhance the value of a brand. The course discusses the concept of brand equity, how one creates brand equity and how one measures it. Marketing concepts and the role of integrated marketing communications (IMC) in building brand equity would be discussed.
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