Question: Question 3 (a) Why is it increasingly important that firms engage in sustainability? Explain the role of sustainability in marketing planning. (15 marks) (b) As

Question 3 (a) Why is it increasingly important that firms engage in sustainability? Explain the role of sustainability in marketing planning. (15 marks)

(b) As a Marketing Officer of the Hang Seng University of Hong Kong, you are asked to develop an integrated marketing communication (IMC) plan to attract new students. Discuss the key elements to be included in your IMC plan. (15 marks)

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