Branding and Creative Corporate Communication
Integrated course, 2.00 ECTS
The subject of this course will be the importance of the "brand", its vision and mission statement. Different tools for the description of brand identity and positioning will be introduced. Based on this we will cover the most important criteria for a cross-media campaign.
Based on fundamentals of marketing, students learn to develop a solid marketing concept. They not only reflect on the special features of food marketing but also learn about branding. This module will be rounded off by developing different professional communication pathways with special focus on crossmedia and social media marketing.
Recommended or required reading and other learning resources / tools
Kotler/Keller, Marketing Management 14, Pearson Education, Harlow 2012
Mode of delivery
Prerequisites and co-requisites
Modules on economy in 4th Semester
Assessment methods and criteria