PRAD3015 Consumer Perspectives in Public Relations and Advertising (3 units)
- Year 3 standing or above; PRAD2005 Introduction to Public Relations and Advertising (for non-PRA students)
- Medium of Instruction:
This course studies the role consumer behaviour plays in the development and implementation of integrated marketing communication programmes in Hong Kong and Asia. It examines the consumer decision-making process and how it varies for different types of purchases, the various psychological processes including consumer learning process, and external factors such as culture, social class, group influences, and situational determinants. The effect of consumer activism on company's communication strategies will also be examined.
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