MKT2231 Advertising and Integrated Marketing Communications
Second Term 2026-27
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Course Description
Pre-requisite: 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.
Instructor
First Term, 2026-27
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Course Outline and Schedule
Prof. OH Ga-Eun, Grace: L1 & L2
Lecture Notes
Students could access to the teaching notes in Moodle System