MGMT 507 Marketing Communications (3 credits / 6 ECTS, Elective, Master's level, Fall 2026-2027). Lecturer: Dr. Samaneh Mohammadi.

This course introduces the theory and practice of marketing communications and its role in engaging audiences and building brands. Students examine how communication works, how buyers process information and make decisions, and the strategies, objectives and positioning that guide communication planning. The course covers branding, integrated marketing communications (IMC), budgeting and evaluation, and the full marketing communications mix: advertising, public relations and sponsorship, direct marketing, sales promotion, brand placement, experiential marketing and packaging. It also addresses message content, creative approaches, and traditional and digital media planning.

Sustainability is built into the course: students examine purpose-driven branding, how to communicate environmental and social commitments credibly and avoid greenwashing, and how marketing communications can support the UN Sustainable Development Goals, especially SDG 12 (Responsible Consumption and Production) and SDG 13 (Climate Action).

Main text: Fill, C. and Turnbull, S. (2023) Marketing Communications: Fame, Influencers and Agility, 9th edn, Pearson.