Course Description

(Prerequisite: NIL)

This course is designed to meet the needs of students in advertising, public relations, journalism, or business. It introduces the students to the theory and practice of integrated marketing communication (IMC) and gives them an overview of developments in the field. Students will learn about the profession of corporate and brand communication and its interface with different publics of the society.  Topics addressed in the course will include the relationship between public relations (PR) and marketing, the history and development of advertising and public relations, public opinion and its role in IMC planning, media relations, research for campaign design, global communication, and crisis management. This course builds upon student knowledge of marketing concepts and principles and will enable the students to learn basic marketing communication principles as they apply to the consumer and to develop an integrated marketing communication programme.



Lecturers

Download Areas

           - Course Description and Schedule

           - 2011 HK4As Student Awards Creative Brief Case
        
           - Term Project Guidelines  

           - IMC Framework (Password protected PDF file)

             - Example of How to Apply the IMC Marketing Framework to the Final Project
             (Password protected file)
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           - Lecture Notes  password protected zip files    (to be updated)

Last Updated: 26 January 2012