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APPENDIX - Details of Elective Courses

COURSE TITLE Integrated Marketing Communications
COURSE CODE CQC7028
At the end of the course, students are able to:
1. Examine concepts and tools of Integrated Marketing Communications
(IMC) in business decisions.
LEARNING 2. Describe legal, ethical, and professional issues and practices in IMC.
OUTCOMES 3. Measure the effectiveness of media mix and message strategies in
promotional campaigns.
4. Form IMC campaigns using suitable promotional tools for effective
communications.
This course provides a managerial examination of the role of
communications within the marketing mix, i.e., promotion. It explores all
aspects of advertising and promotion in depth and detail, with an emphasis
on real-world practice and application. Course topics include setting
SYNOPSIS
communication objectives, designing and executing a message strategy,
using media, and developing an integrated marketing communication
strategy designed to connect with and motivate the consumer toward an
intended action or belief.

COURSE TITLE Retailing
COURSE CODE CQC7059
At the end of the course, students are able to:
1. Describe the principles, practices, and concepts used in retailing.
2. Identify the complex nature, trends, and competitive environment of
LEARNING retailing.
OUTCOMES 3. Select appropriate retail locations and sites, store layout and design,
and visual merchandising.
4. Integrate the key elements of retailing mix and merchandising mix for
effective retail strategies.
The aim of this course is to enrich students’ understanding of retailing and
merchandising. The course will familiarize students with the decisions
involved in developing a sustainable competitive advantage in retailing and
the concepts and principles for making those decisions. Students will be
SYNOPSIS
exposed to retail strategic frameworks and real cases encompassing various
areas of retailing and merchandising. An applied perspective will be adopted
whereby students are encouraged to apply concepts and perspectives
learned in the course

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