MKT3004H Marketing Communications & Digital Marketing (HK)

Academic Year 2019/2020

Modern companies must manage complex marketing communications systems with their consumers, middlemen and various publics. This module examines the behavioural foundations of marketing communications, media advertising, sales promotion, direct marketing, public relations, personal selling, sales management and digital marketing. The module provides for the blending of its theory and practice contents with the collective workplace experiences of the participants, to this end participants will be expected to contribute critical reflection on their workplace experiences along with collaborative interpretation of such experiences in both classroom and study group settings. Advance preparation for classes and workshops will be an important feature, with readings and questions for reflection assigned at the commencement of the trimester.

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Curricular information is subject to change

Learning Outcomes:

On completion of this module you should be able to:Demonstrate an ability to critically discuss contents of the module and your workplace experience.Specify the theoretical foundations of marketing communicationsExhibit an understanding of the development of communication strategiesAssimilate and compare the alternative advertising techniques in terms of objectives, management and evaluation criteriaAnalyse the role of branding within marketing communicationsDiscern the role of advertising in contemporary society

Student Effort Type Hours


Specified Learning Activities


Autonomous Student Learning




Requirements, Exclusions and Recommendations

Not applicable to this module.

Module Requisites and Incompatibles
Not applicable to this module.  
Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % of Final Grade
Group Project: Group Project Varies over the Trimester n/a Graded No


Examination: Examination 2 hour End of Trimester Exam No Graded No


Carry forward of passed components
Resit In Terminal Exam
Spring Yes - 2 Hour
Feedback Strategy/Strategies

• Group/class feedback, post-assessment

How will my Feedback be Delivered?

General feedback is provided to students on all their submitted assessment components.

Name Role
Ms Christina Burke Lecturer / Co-Lecturer
Ms Susan Calderon Urbina Lecturer / Co-Lecturer
Mr Neil Caraher Tutor
Wincey Cheung Tutor
Ms Michele Connolly Tutor
Mrs Edna Eugenia Da Silva Tutor
Miss Clare Griffin Tutor
Markus Vanharanta Tutor
Bernie Wong Tutor

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