This course will equip you with a general understanding of the process of building brand equity through integrated marketing communications. With a prime focus on key components of marketing communications, such as advertising, various supplemental aspects are also considered. These activities are related to theories of communication and buyer behaviour with the aim of developing a practical understanding and contemporary application.

Successful completion of this course contributes to attaining the following Australian Marketing Institute (AMI) Marketers' professional competencies:

8. Integrated marketing communications

You will also work towards developing the following AMI professional competencies:

4. Brand

5. Digital

12. Content creation

21. Communications