Instructions Module 3 ″Marketing Communications″ gives you an overview of the key concepts frequently discussed in the field of marketing in relation to marketing communications. In this individual assignment, you should describe, analyze and critically reflect two concepts included in the reading materials of the module. The concepts from which you should choose two for the assignment are the following: Advertising Brand identity Brand awareness Brand equity Co-branding Experiential marketing Integrated marketing communication Relationship marketing More specifically, your task is to use four scientific sources (e.g., the course textbook and 3 scientific articles) per each concept explain how the concepts are defined and discussed within marketing literature by different authors and from different perspectives. You can also use practical examples to illustrate the concepts and their meaning(s). To gain a higher grade, you should include your own analysis and reflection of the concepts and their different conceptualizations while using the literature to support your arguments and conclusions. Essay guidelines Please use Times New Roman, font size 12, and 1,5 spacing in your text. An academic writing style and the APA7 citation technique should be used consistently throughout the assignment. The length of the text should be no more than 1000 words (approximately 1 page for each concept, excluding the reference list). It is up to you to decide how to distribute the words between the concepts. Indicate the total word count at the end of the assignment. Remember to check your work closely for grammatical errors.
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