Integrated marketing communications refers to the integration of various communication modes of an enterprise, including general advertising, direct communication with customers, promotion, public relations, etc. From the perspective of management, it includes management elements such as production, sales, human resources, R & D and finance, and integrates individual and scattered communication information, so as to make the overall

communication e ffect of enterprises and their products and services clear, continuous, consistent and improved. 

This course will explain the theory of integrated marketing communication and communication development. This course will explain how to use creative adv ertising, public relations, online marketing, event planning and other ways to better carry out marketing management. At the same time, it will combine marketing customer service, brand management, international marketing strategy and other knowledge, so t hat students can better understand and master the knowledge of integrated marketing communication.

Upon completion of this unit, students will be able to: 

CLO1. Understand what IMC is.

CLO2. Know how to use creative advertising, public relations, online marketing, event planning, etc.

CLO3. Be able to analyze the marketing strategy based on the knowledge of international marketing strategy.

CLO4. Be ab le to collect and analyze relevant marketing customer service data.

CLO5. Have the ability of brand management and integrated marketing.

CLO6. Cultivate and develop critical thinking, problem solving and expression skills.

Required Text

IMC: The Next Generation: Five Steps for Delivering Value and Measuring Returns Using Marketing Communication (U.S.) D on Schultz, Heidi S chultz, Tsinghua University Press, ISBN No.: 978 7 302 32141 5

Advertising and Promotion: An Integrated Marketing Communications Perspective (11th Edition) George E. belch, Michael A. belch, Renmin University of China Press, ISBN No.: 978 7 300 26921 4

Recommended Readings

1. Marketing Communications based on Big Data, “Economics” Part2, Volume 4, written XuQin, ISSN: 2630 4759

2. The Creative Strategy & Performance Advertising Copywriting , written by Harry Wu, published by Macao advertising society, ISBN No.: 978 99965 801 4 7

3. Wechat soft text: what did creative people talk about in the sleepless night? (Longxi Creative Award) https://mp.weixin.qq.com/s/j3kImEymnb9l2f50 oXdvw

4. What does "public relations" m ean? PR is not just about activities, but the core quality of the brand (Frank Chiu) https://frankchiu.io/what is pr/

5. Since I know the method of marketing activity planning, I don't worry about bad promo tion any more! https://3g.163.com/dy/article/FKGPSNAA05365WNH.html?f=common recommend list

6. Marketers re understand the activity planning through four underlyin g logics (Liu Yidao), https://www.cnwebe.com/articles/45304.html

7. The rise of emotional marketing: the elements you need to know (Ashley Kong)

https://www.firstpage.hk/zh/resources/marketing/%E6%83%85%E6%84%9F%E7%87%9F%E9%8A%B7%E7%9A%84%86%92%E8%B5%B7%EF%BC%9A%E4%BD%A0%E9%9C%80%E8%A6%81%E7%9F%A5%E9%81%93%E7%9A%84%E5%85%83%E7%B4%A0/

8. Wechat marketing: Ashley Kong, https://www.firstpage.hk/zh/resources/marketing/%E5%BE%AE%E4%BF%A1%E7%8

7%9F%E9%8A%B7%EF%BC%9A%E9%80%9F%E6%95%88%E7%9A%84%E5%95%86%E6%A5%AD%E6%8C%87%E5%8D%97/

9. Create an environmental friendly MICE industry https://www.macaubusiness.com/【研究中心】打造綠色灣區會展業

10. The marketing methods of Starbucks https://mymkc.com/article/content/22069

11. For the international brand marketing cases that can't be missed in the first half of 2017, just look at these ten! https://www.brandinlabs.com/2017/08/27/20176%E4%B8%8A%E5%8D%8A%E5%B9%B4%E4%B8%8D%E5%AE%B9%E9%8C%AF%E9%8

%E4%B8%8A%E5%8D%8A%E5%B9%B4%E4%B8%8D%E5%AE%B9%E9%8C%AF%E9%81%8E%E7%9A%84%E5%9C%8B%E9%9A%9B%E5%93%1%8E%E7%9A%84%E5%9C%8B%E9%9A%9B%E5%93%81%E7%89%8C%E8%A1%8C%81%E7%89%8C%E8%A1%8C%E9%8A%B7%E6%A1%88%E4%BE%8B%EF%BC%8C%E7%9C%8B%E9%80%99%E5%8DE9%8A%B7%E6%A1%88%E4%BE%8B%EF%BC%8C%E7%9C%8B%E9%80%99%E5%8D%81%E5%80%8B/%81%E5%80%8B/12

12. P & G's new year's reversal advertisement "family has Xi affairs" has a new . P & G's new year's reversal advertisement "family has Xi affairs" has a new integrated marketing communication integrated marketing communication

https://www.digitaling.com/projects/53220.htmlhttps://www.digitaling.com/projects/53220.html

13. A list of global international hotel chains

13. A list of global international hotel chains

https://m.k.sohu.com/d/471434123?channelId=1&page=7

https://m.k.sohu.com/d/471434123?channelId=1&page=7\