This course provides conceptual and practical bases of media context and dynamics (ATL, BTL, TTL)

This course provides conceptual and practical bases of media context and dynamics (ATL, BTL, TTL), their role and impact on brand building strategies according to the market requirements, new developments and challenges. It will help students to formulate imaginative, creative and innovative media strategies in line with new market trends; analyze media progress and development critically and assertively in order to formulate appropriate and specific proposals germane to the current reality of the brand, the category and the market in general; foster a media investigative spirit in such a way that questions and problematizes brand communcation advances and evolution.