SYLLABUS

Course objectives

This course is designed to enhance students' knowledge base with theories and practices in Integrated Marketing Communications (IMC). It aims to enable the students to cope with the ongoing marketization of communication industries and to become forward-thinking professionals. 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.

 

Learning outcomes

  • Describe the IMC theories from the marketing, advertising and public relations perspectives

  • Analyze the benefits and drawback of the real cases based on IMC scope

  • Develop IMC plans in the real life environment

  • Present IMC proposal with a professional manner

  • Create customer centric IMC projects


Lecture and tutorial sessions

The course combines a 2-hour lecture and a 1-hour tutorial each week. The lectures provide students a systematic IMC framework concept which is commonly used in the marketing, advertising, public relations and internet marketing areas. The concept will then be analyzed and evaluated using these real life examples. The tutorial sessions teach creativity skill, persuasive presentation skill, video shooting and video editing techniques. Lastly, a customer oriented IMC project will be implemented by students using the above concept and technical skills. . 


Assessment

    Assessment criteria

Score %

   1.   Group case analysis 

30%

   2.   IMC group project 

40%

IMC plan (30%)

 

     Proposal presentation (10%)

 

3. Individual video assignment

20%

4. Class participation

10%
   

  

Textbook

Clow, K., and Baack, D., Integrated Advertising, Promotion and Marketing Communications, 2nd edition, Prentice Hall, 2004


Reference book

 

1.) Fill, C., Marketing Communications: Engagement, strategies and practice ,4th edition

2.) Lane, King & Russell, Kleppner's Advertising Procedure, 17th International edition

3.) Kotler, P. and Armstrong, G., Principles of Marketing, 12th edition

4.) Shimp, Terence A., Advertising, Promotion, and Other Aspects of Integrated Marketing Communications, Seventh Edition, 2007