Learning Objectives

I. Knowledge Objectives 

    1) Discuss the process and advantages of integrated marketing communications.

    2) Define the five promotion tools and discuss the factors that must be considered in shaping the overall promotion mix.

    3) Describe and discuss the major decisions involved in developing an advertising program.

II. Skill Objectives

  1) Language skill: Be able to explain in a realtively professional way on definition, importance and strategies of integrated marketing communication

  2) Practical skill: Be able to analyze and decide promotion decisions

III. Value Objectives: 

    1)  The overview of flexibility and innovation

    2)  Understanding the importance of industry integrity and morality