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This course explores how modern brands communicate with consumers through integrated marketing communication strategies. Rather than focusing only on theory, the course uses real advertising cases from Bangladesh to examine how companies craft campaigns, choose media platforms, and connect with specific target audiences.

Students will analyze advertising strategies across traditional and digital media, evaluate campaign effectiveness, and develop their own integrated communication concepts. Topics include brand positioning, consumer insight, creative strategy, media planning, and campaign integration.

The course aims to build practical understanding of how advertising works in real markets, preparing students to evaluate and design communication strategies relevant to emerging economies and rapidly evolving media landscapes.

Understanding Advertising & IMC

Advertising & IMC

Advertising and IMC

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