Marketing Communications and Social Media (4 years, Bachelor of Business Administration)

Objectives & Outcomes

General Objectives

• To develop the student’s capacity to think, write and speak effectively and creatively.
• To develop an appreciation of and respect for social, moral, and ethical values as the foundation of one’s relationship to others and one’s responsibilities to the community.
• To develop the student’s analytical, decision-making and communication competencies together with those qualities of self-reliance, responsibility, integrity and self-awareness, which will promote personal achievement and contribution to organizations.
• To build breadth of perspective through the general education requirements and provide sufficient specialization to meet basic professional and career requirements.
• To provide the student with the necessary requirements for academic and/or career advancement.

Specific Objectives

• To provide students with a foundation in Business in general and all methods of communication in marketing, in particular.
• To provide a thorough study of each of the elements of the promotional mix, i.e. Advertising, Public Relations, Sales Promotion, Personal Selling and Direct Marketing.
• To provide an in-depth understanding as to why and how the elements of the communications mix are integrated.
• To provide the foundations of Social Media Marketing for students who want careers in the rapidly changing marketing communications field.
• To provide students with the knowledge and skills to design and implement an effective marketing communications campaign.
• To provide students with an in-depth knowledge of the role of marketing communications and the process of developing relationships with stakeholders.
• To center attention directly on the skills and knowledge required by Marketing Communication professionals and to help students acquire knowledge and develop skills in a systematic way.
• To assist the students in developing leadership capabilities, which can be used in reaching solutions to problems of Business in general, and in the marketing communications field in particular.

Learning Outcomes

• Demonstrate awareness and capability of analyzing environmental (economic, social, political, legal, and technological) trends and their impact on individuals and businesses.
• Critically evaluate and apply concepts, techniques, strategies, and theories from any appropriate discipline in business contexts
• Demonstrate their ability to communicate effectively in business situations through speaking, writing, and by use of electronic media.
• Differentiate and analyze consumer data sources and collection methods via an empirical research approach.
• Describe the application of manual and computer-based quantitative and qualitative tools and methodologies in identifying and solving problems and making decisions in business situations.
• Demonstrate a thorough understanding of each element of the communications mix and the importance of integrating them.
• Apply knowledge from business and communication disciplines to develop an effective integrated communications plan in the dynamic environment.
• Describe the coordination of the production of visually effective print, graphic, and electronic communications.
• Demonstrate a thorough understanding of Social Media principles and how these platforms are re-formulating business communications.
• Demonstrate the capability of building and maintaining professional relationships with the various audiences of the organization.
• Project the ability to work in accordance with the professional ethics, standards, practices and the relevant laws.
• Demonstrate the ability to build teams and work effectively within them.