Marketing Communications

Home Admissions   Course Information   Marketing Communications  

MKT B366

More information: Course Guide
MARKETING COMMUNICATIONS

MKT B366

More information: Course Guide

MARKETING COMMUNICATIONS

Course Start Date
Aut 2022
Course Level
Higher
Length in Terms
1 terms
Credits
5
Language
English
Fees ($) (including lab fees)
6,600
Future Terms
Quota and Schedule
Course Start Date
Course LevelLength in TermsCredits
Language
Fees ($) (including lab fees)
Future Terms
Aut 2022
Higher1 terms5
English
6,600

Course Coordinator: Wong Ning-shan, BBA (Hons) in Marketing (PolyU); MBA (CityU); MBRM (HKMU)

Aims
This course aims to equip students with an understanding of relevant tools, techniques, theories, and frameworks needed by marketers to develop an integrated marketing communications (IMC) strategy and a corresponding promotional mix.

Contents
The course covers the following topics:

  • IMC Foundation
  • Advertising
  • Media Strategy
  • Promotional Tools
  • IMC Evaluation

Learning support
There will be five two-hour tutorials and one two-hour surgery.

Assessment
There are two assignments and one examination. Students must use word processing software (such as Microsoft Word) to prepare the assignments, and submit the assignments via the Online Learning Environment (OLE).

Set book(s)
A custom textbook will be provided.