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Communicating Brands in the Competitive Marketplace
International Business Program
Sydney, Australia
Dates: late Jan 2026 - late Apr 2026
Communicating Brands in the Competitive Marketplace
OVERVIEW
CEA CAPA Partner Institution: CEA CAPA Sydney Center
Location: Sydney, Australia
Primary Subject Area: Communication
Instruction in: English
Course Code: COM374SYD
Transcript Source: University of New Haven
Course Details: Level 300
Recommended Semester Credits: 3
Contact Hours: 45
Prerequisites: One 200-level course or two 100-level courses in Communication, Advertisement, Business, Global Studies or another relevant subject area
DESCRIPTION
This course introduces students to the basic elements of digital and no-digital marketing communications, including advertising, direct marketing communications, sales promotions, public relations and publicity, and personal selling. The concept of integrated marketing communication is introduced as an organizational tool and as a philosophy for campaign planning. Integrated marketing communication requires a 'total' approach to planning advertising and promotions campaigns and coordinating communication strategies in support of overall corporate and product branding and marketing communications objectives (and more broadly marketing strategy).