Integrated Marketing Communication

AY2020/2021 Semester 2

In today's fast-changing marketplace, brands, more than ever, need to optimize their brand communication by using a multitude of tools and technology. Integration is the key to success. This introductory course aims to equip you with the principles and best practices of Integrated Marketing Communication (IMC), closely relating with real-world perspectives from marketers, agencies, end-users, and consumers, through up-to-date lessons from the industry. Students are expected to be familiar with the various elements of IMC, including traditional methods like advertising, sales promotion, public relations, and online marketing, as well as contemporary practices such as strategic planning, campaign rationalization and development, effective use of media vehicles (both online and offline) and channels, and other applications. Both local and international examples will be used for illustration in this course.