Year of Study:	3
Credit Units:	3
Duration:	45hours
Prerequisites:	BJC2002 Communication Theories

This module adopts an approach of integrating and promoting analytic tools for digital mobility, social marketing, brand engagement, and online communication. It aims to inspire students with a good understanding of the interdependence among integrated marketing communication, effective and efficient O2O services, and digital strategic planning in order to cultivate cross-functional but related intelligent synergy in communication with multimedia content as well as story in local contexts.

Upon completion of this module, students should be able to:

1. explain the online branding concept, process and related techniques;


2. discuss the different types of online marketing strategies;


3. analyse key metrics for measuring digital marketing success; and


4. develop a branding communication campaign plan using online, digital and social media methods.