Integrated Marketing Communication

AY2014/2015 Semester 2

Introduction to the principles and practices of advertising, public relations and associated forms of marketing communication. Covers the origins and scope of each, including identifying research problems, setting objectives, analysing audiences, designing messages, choosing media vehicles and evaluating promotional outcomes. Discussion groups are formed to identify and examine broad industry-wide trend towards integration of various aspects of the field. Selected case studies are used. Account teams are formed to execute a written campaign plan followed by a formal presentation.