Marketing Communication
Katholieke Universiteit Leuven (KU Leuven)
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Lecture Notes Marketing Communication | KU Leuven | 2025/26
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---110mei 20262025/2026
- Lecture notes from the Marketing Communication course at KU Leuven (2025/26), taught by Tim Smits & Yara Qutteina. Covers Part 1 Introduction and General Framework, including marketing communication fundamentals across B2C, B2B, services, brands, and non-profit sectors; the 4Ps of marketing; and media types (above-the-line, below-the-line, paid/owned/earned media). Essential for understanding the course structure, exam format (40 questions), and MediaLab group project requirements, plus practica...
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