First & Second Term, 2019-20

MKT2231 - Advertising and Integrated Marketing Communications

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Course Description

(Prerequisite: NIL)

This course is designed to introduce students the field of integrated marketing communication (IMC). The basic concept of IMC is the coordination of an organisation’s advertising and promotional efforts by determining the most effective way of meeting the objectives of informing, persuading and reminding customers and reinforcing attitudes and perceptions on customer relationships with brands, services or organisations. From this perspective, the emphasis will be on the role of marketing communications and how they can be used by organisations to further their marketing objectives. Among the tools available to the integration process are advertising, sales promotion, personal selling, sponsorship marketing, and public relations.

 


Lecturer

First Term, 2019-20

Second Term, 2019-20

Prof. CAO Cong, Clark Prof. LI Ling-Yee, Esther (Course Coordinator)

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- Course Description and Schedule 

Lecture Notes (password protected)

Students could access to the teaching notes in Moodle System

Last Updated: 20 Jan 2020

Department of Marketing and International Business, Lingnan University
Tel: +852 2616 8240 Fax: +852 2467 3049 Email: mib@Ln.edu.hk