Through learning marketing communication related theories and frameworks, case-study, and hands-on projects to grasp the essence of IMC, so as to meet marketing objectives and building brand equity.
1. Advertising, Marketing Communications and Brand Communications. Role of Communication in Branding. Communications’ ethical responsibilities. Regulating brand communications.
2. How Brand Communication works. Facets and phases of communication impact.
3. Segmenting and Targeting the audience. Influences on Consumer Decision Making. Profiling Markets and Target Audience.
4. Strategic Research and Strategic Planning. The use of research in Marcom Planning. Most common research methods. Cascading Objectives. Consumer Insights and Account Planning.
5. The Creative Development. Message Strategies. Creative Thinking. Managing Creative Strategies.
6. Promotional Writing. Types of brand communication writing. Writing for various media. Copy writing challenges.
7. Visual Communications. Art Direction. What to know about Production? What an AD need to know about Video Production? Process of Producing Videos. Web Design Considerations.
8. Media Basics and Paid Media. Multimedia, Multiplatform, and Multiuse.
9. Owned, Interactive, and Earned Media. Owning and Controlling. Owned but Interactive Media. Earned Interactive Media. Multiplatform Brand Communication.
10. Media Planning and Negotiations. Creation of Media Plan. Key steps in Media Planning. Media Buying and Negotiation.
11. Public Relations. Different types of Public Relations Programs. Key Decisions Guide. Common PR Tools.

Through learning marketing communication related theories and frameworks, case-study, and hands-on projects to grap the essence of IMC, so as to meet marketing objectives and building brand equity.
1. Advertising, Marketing Communications and Brand Communications. Role of Communication in Branding. Communications’ ethical responsibility. Regulating brand communications.
2. How Brand Communication works. Facets and phases of communication impact.
3. Segmenting and Targeting the audience. Influences on Consumer Decision Making. Profiling Markets and Target Audience.
4. Strategic Research and Strategic Planning. The use of research in Marcom Planning. Most common research methods. Cascading Objectives. Consumer Insights and Account Planning.
5. The Creative Development. Message Strategies. Creative Thinking. Managing Creative Strategies.
6. Promotional Writing. Types of brand communication writing. Writing for various media. Copy writing challenges.
7. Visual Communications. Art Direction. What to know about Production? What an AD need to know about Video Production? Process of Producing Videos. Web Design Considerations.
8. Media Basics and Paid Media. Multimedia, Multiplatform, and Multiuse.
9. Owned, Interactive, and Earned Media. Owning and Controlling. Owned but Interactive Media. Earned Interactive Media. Multiplatform Brand Communication.
10. Media Planning and Negotiations. Creation of Media Plan. Key steps in Media Planning. Media Buying and Negotiation.
11. Public Relations. Different types of Public Relations Programs. Key Decisions Guide. Common PR Tools.

Through reading, class discussion, and projects to comprehend the role of each marketing communication tool and context of using these tool individually and more importantly, the integration of various tools to build customer-based Brand Equity and achieve Marketing objectives.

Through reading, class discussion, and projects to comprehend the role of each marketing communication tool and context of using these tool individually and more importantly, the integration of various tools to build customer-based Brand Equity and achieve Marketing objectives.

1. Advertising and IMC – Principles and Practice10th edition, 2015, Sandra Moriarty, Nancy Mitchell, William Wells, Pearson Education Ltd.
2. Aaker on Branding, 20 Principles that Drive Success, David Aaker, Morgan James Publishing
3. 創意 Creative CEO – Creative Management of Marketing, Advertising, Media, Design, 2011, Mario Pricken, 周芳苑譯, 謬思出版

1. Advertising and IMC – Principles and Practice10th edition, 2015, Sandra Moriarty, Nancy Mitchell, William Wells, Pearson Education Ltd.
2. Aaker on Branding, 20 Principles that Drive Success, David Aaker, Morgan James Publishing
3. Creative Creative CEO – Creative Management of Marketing, Advertising, Media, Design, 2011, Mario Pricken, Zhou Fangyuan Lu, Cai Si Publishing