• Stimulate the generation of effective and creative communication messages and campaigns

• Identified successful communication campaigns conducted by companies operating in a variety of industries
• Analysed effective communication campaigns – interactive, ambient and emotional – and identified key success factors
• Remarked the distinctive features of “storytelling” techniques and the elements that make it effective in business communication

• Techniques and guidelines useful in creating effective external communication in terms of messages and call-to-actions to target customer clusters
• Identified appropriate channels to maximise reach of the different targets selected