Description

Integrated Marketing Communications (IMC) is a term used to describe a holistic approach to marketing communication. It aims to ensure consistency of message and the complementary use of media. It aims to shift the perceptual focus of class participants from an audience (as when watching television commercials or reading magazines) to creators of promotional strategies for businesses. The concept includes online and offline marketing channels. This module was given to practice the integration between advertising and marketing communications and to allow the students to apply concepts as often as possible. The emphasis is on how to analyze and create a promotional campaign by using the latest value-based marketing concepts and measuring "return on communications investment."Developing an integrated marketing communications plan is essential in this course.Through individual analysis and discussion of case studies, students learn how to apply core marketing principles by using the latest promotion methods and communications tools.

Program

MBA

Objectives

• Upon successful completion of this course the student should be able to: • Explain the role of marketing communications from a marketing, social and ethical perspective, and advise how it might be used to develop promotional effectiveness. • Comprehend brand management process and the role of brand communication in the process. • Review the importance of targeting, positioning and segmentation in relation to marketing communications. • Discuss the main elements of the promotional mix and the role they play in the development successful brands through effective marketing communications planning. • To understand how key elements within the marketing communications mix (e.g., advertising, personal selling, direct marketing, and public relations) are integrated. • To translate theory into practice by analyzing a number of pragmatic examples, actual business situations and case studies of real-world experiences. • Evaluate the use of integrated tools (including new media) in order to engage with customers and key stakeholders. • Evaluate the cost-effectiveness of promotional mixes designed to meet specified marketing objectives within an integrated marketing communications plan. • Understand how the promotional program is being used by advertisers and marketers. • Develop an effective integrated marketing communications plan.