Course Details
Country:
Hong Kong
Institution:
Chinese University of Hong Kong
Course Title:
Integrated Marketing Communication
Course Number:
MKTG 3030
Course Description:
This course is designed to provide students with a theoretical and practical appreciation of the role of "integrated marketing communication" (IMC) in today's business environment. IMC differs from traditional advertising and promotion programmes by using zero-based planning, data-driven communication and brand touch points. The programme focuses on using strategic mix of advertising, sales promotion, public relations, event marketing and direct response promotions along with mass and two-way communication.
Language:
English
Approved Equivalent:
MKTG 313
Attachment Files:
