Recommended Reading List |
Aaker, D. A. (1991) Managing Brand Equity, FreePress, New York.Berger,Jonah(2016), Contagious: Why Things Catch On.Eyal, Nir(2014), Hooked: How to Build Habit-Forming Products.Godin, Seth (2012), Icarus Deception:How High Will You Fly?Godin, Seth (2016), Tribes: We Need You to Lead Us.Holt, D.B.(2004), How Brands Become Icons: The Principles of Cultural Branding.Lewis, Michael (2017), The Undoing Project: A Friendship That Changed Our Minds.Lyseggen, Jørn (2017), Outside Insight: Navigating a World Drowning in Data.Thaler, Richard (2016), Misbehaving: The Making of Behavioral Economics.Zenko,Micah(2015), RedTeam. |
Catalog Content |
Introduction; Literature Review; Introduction of the Organization; Organizational Analysis: Stakeholder analysis, Target audience analysis, Market analysis, SWOT analysis, Budget analysis, Price analysis; Planning Communication Activities for Product/Service Promotion; Implementing Communication Activities for Internal Stakeholders; Evaluating Communication Activities for Internal Stakeholders; Planning Communication Activities for the Target Audience; Evaluation of Communication Activities for the Target Audience; Reporting Communication Activities for the Promotion of the Product/Service; Final presentations. |