MSc in Marketing and International Business

Second Term, 2019-20

MIB602 - Integrated Marketing Communications


Brief Course Description

This is an application oriented course and it is designed to provide students with a theoretical and practical appreciation of the role of integrated marketing communications (IMC) in today's business environment. The programe focuses on connecting the target customers with the brand and activating their needs by deploying the strategic mix of advertising, sales promotion, public relations, event marketing and direct response promotions along with mass and two-way communication.



Second Term, 2019-20
Prof. CAO Cong, Clark       


Download Areas

         - Course description and schedule

          - In-Class Assignment

          - Guidelines for Group Assignments 



Last Updated: 16 Jan 2020



Department of Marketing and International Business, Lingnan University
Tel: +852 2616 8240 Fax: +852 2467 3049 Email: