Brief Course Description

Consumers are the focus of marketing communication for products, services, and ideas. Taking a consumer perspective, this course aims to equip students with the theoretical and practical appreciation of the role of integrated marketing communications (IMC) in today嚙踝蕭s business environment. Based on research evidence, students will identify issues related to consumers and media usage, and the roles of marketing communication on consumer behaviours.

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Last Updated: 19 Jan 2024