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Syllabus Week 2

The Process of PR: Case Studies and Integrated Marketing Communications (IMC)

Part I:

A typical PR campaign - this session examines through the use of case study material the overall process of a typical PR campaign.

Part II:

• The concept of Integrated Integrated Marketing Communications
• PR and relationship marketing
• Sponsorship
• Direct marketing
• Buzz and viral marketing
• Advertising: corporate and product packaging and design
• Exhibitions
  
  

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