|1.||Analyse the strong and weak theories of marketing communications;|
|2.||Devise effective marketing strategies and programmes;|
|3.||Formulate appropriate marketing communications strategies to practical business objectives;|
|4.||Critically review and justify different creative and media execution; and|
|5.||Evaluate a company's marketing and promotional programme.|
|Presentation||Group Presentation and theory-led discussion||20%|
|Assignment||Research assignment on marketing communications||40%|
Integrated Marketing Communication: A Balanced Approach.
Winchester, M., Ling, P., Stocchi, L., Lwin, M., Shin, W. and Kang, H. (2019)
Oxford University Press: Docklands.
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