Integrated Marketing Communication

Description

The Intended Learning Outcomes of this course are categorized under the following four headings: 1. Knowledge and understanding 2. Intellectual skills 3. Professional and practical skills 4. General and transferable skills Throughout this course students should acquire the competencies listed under each heading as follows.

Program

Media Tracks

Objectives

• This course introduces students to different components of marketing communication through delving into the different dimensions involved in building an integrated successful promotion strategy. The course allows students to understand and examine the promotional mix including advertising, public relations, personal selling and marketing. Students are provided with knowledge on technical as well as theoretical aspects of IMC through applying learnt concepts to comprehensive IMC campaigns, while analytically considering the evolving media and marketing environment.