UEH Talent Programs

This course offers students a comprehensive understanding of the critical issues involved in planning, implementing, and evaluating marketing communication campaigns. It aims to introduce students to key theories, models, and practical tools used in modern marketing communications, providing both conceptual frameworks and real-world applications.
Students will explore the role of communication in marketing strategy and learn how to integrate various channels—such as advertising, public relations, digital media, and direct marketing—into cohesive campaigns. The course adopts a managerial perspective, helping students to make strategic decisions regarding message content, media selection, budgeting, and performance evaluation.
Furthermore, students will develop the ability to design, implement, and assess integrated marketing communication (IMC) programs tailored to organizational goals and target audiences. By the end of the course, students will be able to critically analyze marketing messages and formulate campaigns that are creative, consistent, and aligned with branding and customer engagement objectives.
In addition, students will be introduced to managerial frameworks and tools that enhance the design, delivery, and monitoring of service processes. By the end of the course, students will be equipped with practical skills and strategic insights to address complex service marketing challenges in both local and global contexts.