BUS3003 - Advertising and Integrated Marketing Communications
|先修單元:||BUS2001 Principles of Marketing
or with the Instructor’s permission and upon endorsement of the relevant Department Head and Programme Director
This module introduces students to the dynamic and complex world of integrated marketing communications, with emphasis on advertising. It examines, through current issue analysis, the challenges and opportunities that advertisers face in this digital era. Students are required to analyse advertising and other marketing communication problems, through case studies and project assignments, from the management’s (advertiser’s) viewpoint. Real life examples are used to explain how product features/benefits can be translated into promotional appeals that influence customers’ purchasing behaviour.
Upon completion of this module, students should be able to:
- demonstrate knowledge of advertising and promotional concepts;
- apply advertising techniques to help accomplish marketing objectives;
- develop competence in the use of advertising media to attain marketing and communication objectives; and
- produce a comprehensive advertising and promotion campaign which is able to meet the preset campaign objectives.