This course aims at introducing the student to the basic theories and techniques of promotional writing across a range of promotional texts and within an integrated marketing communications (IMC) framework in the following ways:

- to describe the processes and practices involved in creating promotional messages across a variety of audiences, markets and media;

- to explore the relevance of the integrated marketing communications (IMC) framework and approach to disseminating promotional messages for the professional promotional writer;

- to apply promotional writing skills in the construction and planning of a wide range of promotional texts within the promotional mix of the marketing context;

- to examine how various marketing and promotional elements must be coordinated to communicate effectively;

- to explain the use of persuasion and communication theories in creating effective promotional messages from the dual viewpoint of end user and practitioner.