COM5106 - Integrated Marketing Communication | ||||||||
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| * The offering term is subject to change without prior notice | ||||||||
Course Aims | ||||||||
This course aims to enhance students’ knowledge base with theories and practice in Integrated Marketing Communication (IMC) in international and local contexts, including the Greater China region. It covers basic concepts of IMC; classic and latest theories in IMC; introduction of the latest topics in the IMC industry; IMC case studies; and integration of theories and practice in Chinese-based contexts. Eventually, students will become knowledgeable in the IMC theories; apply concepts into practice, analyze real cases from an IMC perspective, develop IMC plans and present them in a professional manner, and integrate new media in the learning process and deliverables. | ||||||||
Assessment (Indicative only, please check the detailed course information) | ||||||||
Case Study - Critique and presentation: 30% IMC Campaign - Task 1 (Proposal): 30% Task 2 (Execution): 20% Task 3 (Presentation): 10% Attendance and participation: 10% | ||||||||
Detailed Course Information | ||||||||
| COM5106.pdf | ||||||||
Useful Links | ||||||||
| Department of Media and Communication | ||||||||
