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Marketing : Marketing communications has a determining effect on transactions between buyers and sellers. In this context, students learn how advertising strategies are rooted in the connection linking marketing research, product definition and techniques of product positioning. Once students have developed an understanding of total communication strategies, specialty advertising and source communication tactics are examined. There is, moreover, a practical emphasis on the techniques of carry over effects of consumer-oriented advertising in the industrial/institutional context.
Trimestres : Hiver 2012
Chargés de cours : Letovsky, Steven (Winter)
Prerequisite: CMR2 542