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.