Marketing Communications

Course Coordinator: Dr Ji Li, Msc (CityU of HK); PhD (CityU of HK)

Aims
This course aims to equip students with an understanding of relevant tools, techniques, theories, and frameworks needed by marketers to develop an integrated marketing communications (IMC) strategy and a corresponding promotional mix.

Contents
The course covers the following topics:

• IMC Foundation
• Advertising
• Media Strategy
• Promotional Tools
• IMC Evaluation

Learning support
There will be five two-hour tutorials and one two-hour surgery.

Assessment
There are two assignments and one examination. Students must use word processing software (such as Microsoft Word) to prepare the assignments, and submit the assignments via the Online Learning Environment (OLE).

Set book(s)
A custom textbook will be provided.