COM5106 - Integrated Marketing Communication

Offering Academic Unit
Department of Media and Communication
Credit Units
Course Duration
One semester
Course Offering Term*:
Semester A 2020/21, Semester B 2020/21

* The offering term is subject to change without prior notice
Course Aims

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.

Assessment (Indicative only, please check the detailed course information)

Continuous Assessment: 100%
Detailed Course Information


Useful Links

Department of Media and Communication