MSc in Marketing and International Business

Second Term, 2023-24

MIB602 - Integrated Marketing Communications

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Brief Course Description

Consumers are the focus of marketing communication for products, services, and ideas. Taking a consumer perspective, this course aims to equip students with the theoretical and practical appreciation of the role of integrated marketing communications (IMC) in todays business environment. Based on research evidence, students will identify issues related to consumers and media usage, and the roles of marketing communication on consumer behaviours.

 

Lecturer

Second Term, 2023-24
Prof. OH Ga-Eun, Grace (d )      

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Last Updated: 19 Jan 2024

 

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