Advertising Management

(3-4 Credit Hours) · Undergraduate

The University of Hong Kong: This course introduces the principles and practice of Integrated Marketing Communications (IMC), exploring advertising, public relations, direct marketing, and digital media strategies. Students will learn to analyze audiences, craft creative strategies, plan campaigns, and evaluate effectiveness through case studies, presentations, and a capstone group project. _______________________________________________________________________________________________________________________ MKT30090 Marketing Communications FA - Fremantle, Australia (AL & BA): Communication plays a vital role in any marketing mix. Marketing communication is about creating and sending the right messages that will inform, persuade or remind targeted consumers about an idea, cause, person, place, product or service, inspiring them to take the desired action. An integrated marketing communication campaign ensures that all messages and creative approaches are cohesive across all media channels used. Students will use their knowledge of marketing, consumer behaviour, and the principles of effective communication in the research, planning, creative and media functions that are typical of Integrated Marketing Communication Planning. This class focuses on different communication channels of the marketing mix. As an upper-level class, it challenges students to be critical thinkers and creative through a group project and exams.