MKT3004H Marketing Communications & Digital Marketing (HK)

Academic Year 2023/2024

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.