市场学、公共关系及商业传讯
Integrated Marketing Communications (Internet Mode)
整合营销传意 (网上模式)
Course No. : 211-820241-14|Start Date : 19/04/2021
Start Date
19/04/2021
Tuition Fee
HK$ 980.00
Level
General Short Courses
Course Enquiries
2209 02262603 6565[JavaScript encoded]
Enrolment Enquiries
2209 0290
Closing Date for Application
April 12, 2021
1 Mode of delivery:Distance Learning
This course will NOT provide live sessions. Students will learn in distance learning mode through written course materials in conjunction with the Required Textbook*.
Course materials include: 'Course Guide', 'Course Notes', 'Course Assignments' and 'Study Schedule'.
* Students are required to purchase the textbook on their own. For details, please refer to the column 'Required Textbook' below.
Course materials include: 'Course Guide', 'Course Notes', 'Course Assignments' and 'Study Schedule'.
* Students are required to purchase the textbook on their own. For details, please refer to the column 'Required Textbook' below.
2 Introduction
This course explains the importance of integrated marketing communications concepts in enhancing the equity of brands, and provides a thorough coverage of all aspects of an integrated marketing communications program:advertising, promotions, personal selling, marketing-oriented public relations, event- and cause-oriented sponsorships, point-of-purchase communications, and packaging and branding strategies.
3 Course Outline
1) Overview of Integrated Marketing Communications
2) The Marketing Communications Process and Brand-Equity Enhancement
3) Positioning and Targeting for Marketing Communications Efforts
4) The Communication Process, Meaning Creation and Fundamentals of Consumer's Use of Marketing Communication Information
5) Persuasion in Marketing Communications
6) Marketing Communication's Role of Facilitating Product Adoption
7) Brand Names, Logos, Packages and Point-of-Purchase Materials
8) Overview of Advertising Management
9) Creative Advertising Strategy
10) Endorsers and Message Appeals in Advertising
11) Assessing Advertising Message Effectiveness
12) Traditional Advertising Media
13) Alternative Office Advertising Media and Mass Online Advertising
14) Offline and Online Advertising Direct Advertising
15) Media Planning and Analysis
16) Overview of Sales Promotion Management
17) Trade-Oriented Sales Promotion
18) Consumer-Oriented Promotion
19) Marketing Public Relations and Sponsorship Marketing
20) Environmental, Regulatory, and Ethical Issues in Marketing Communications
2) The Marketing Communications Process and Brand-Equity Enhancement
3) Positioning and Targeting for Marketing Communications Efforts
4) The Communication Process, Meaning Creation and Fundamentals of Consumer's Use of Marketing Communication Information
5) Persuasion in Marketing Communications
6) Marketing Communication's Role of Facilitating Product Adoption
7) Brand Names, Logos, Packages and Point-of-Purchase Materials
8) Overview of Advertising Management
9) Creative Advertising Strategy
10) Endorsers and Message Appeals in Advertising
11) Assessing Advertising Message Effectiveness
12) Traditional Advertising Media
13) Alternative Office Advertising Media and Mass Online Advertising
14) Offline and Online Advertising Direct Advertising
15) Media Planning and Analysis
16) Overview of Sales Promotion Management
17) Trade-Oriented Sales Promotion
18) Consumer-Oriented Promotion
19) Marketing Public Relations and Sponsorship Marketing
20) Environmental, Regulatory, and Ethical Issues in Marketing Communications
4 Course Materials
English
5 Course Duration
Around 13 weeks
6 Required Textbook
Terence A. Shimp & J. Craig Andrews, Advertising Promotion and Other Aspects of Integrated Marketing Communications, Cengage.
* Students are required to purchase the textbook on their own.
* Students are required to purchase the textbook on their own.