Course Coordinator: Wong Ning-shan, BBA (Hons) in Marketing (PolyU); MBA (CityU); MBRM (HKMU)
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.
The course covers the following topics:
- IMC Foundation
- Media Strategy
- Promotional Tools
- IMC Evaluation
There will be five two-hour tutorials and one two-hour surgery.
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).
A custom textbook will be provided.