Integrated Marketing Communication

Learning Outcomes

Upon successful completion of the course, students are expected to be able to analyze the market and industry using latest Integrated Marketing Communication conceptual frameworks; demonstrate an understanding of a holistic view of marketing; demonstrate an understanding of integrated marketing communication roles in contributing an immediate business performance.

Topics

This course provides students with an in-depth study of integrating marketing communications, emphasizing the 360-degree innovative brand communications. It links advertising and brand activation with sales promotion, Internet marketing, direct marketing, public relations and personal selling through all possible contacts with the target audience. Emphasis will be placed on strategic planning to effectively use these promotional tools to communicate with customers and meet marketing. Current Integrated Marketing Communication theories and practices will be emphasized.