- Degree Bachelor
- Code: IMC453
- Credit hrs: 3
- Prequisites: None
1.Knowledge & understanding 2.Intellectual skills 3.Professional & practical skills 4.General & transferable skillsThroughout this course student should acquire the competencies listed under each heading as follows: 1.1 Understandmarketing basic tools and how it works.1.2 Explorethe power of marketing and its potentials to affect users’ needs1.3Introducestudents to the fundamentals of integrating online & offline marketing communications 2.1 Define Integrated marketing communication 2.2 Discuss the pros and cons of data analytics and data mining2.3 Illustrate how customers canbenefitfrom brands.2.4 Apply the brand components on any given brand By the end of this course students should be able to:3.1 PersonalizeIMC messages depending on the target audience3.2 Writea copy that can be applied to B2C segments and B2B segments3.3 Apply the psychological variables on a customer buying a certain product 4.1 Research new ideas for IMC4.2 Use different tactical tools for a better IMC
Media**
Smith P., & ZookZ. (2019). Marketing communications: Integrating online and offline, customer engagement and digital technologies. Kogan Page Publishers
| content serial | Description |
|---|---|
| 1 | Chapter 1: Five things every martech stack should have (p.17) Personalization (p. 20) Influencer marketing (p. 20) Marketing Automation (p.21) |
| 2 | Cont. Chapter 1: Accelerated Change (p. 21) The communication mix (p.25) (also check p.147) Top 10-tips for world-class marketing communications (p.26) |
| 3 | Chapter 2: Branding What’s a brand? (p. 32) Customer benefit from brands (p.32) Business Advantages of Branding (p.33) Business Disadvantages of weak brands (p.40) |
| 4 | Cont. chapter 2: Branding The Brand Components (p.45) The Branding process (p.47) |
| 5 | Chapter 3: Customer relationship management What’s Customer relationship management (CRM)? (p.76) The difference between Marketing Automation and (CRM)? (p.78) The power of CRM (p. 79) |
| 6 | Cont. Chapter 3: Customer relationship management What causes CRM Failure? (p.81) Data Analytics and Data Mining (p. 95) |
| 7 | Week 7 Exam & Submission |
| 8 | Chapter4: Buyer Behavior Decision Making units (p.114) The buying process (p.126) Psychological Variables (p.134) |
| 9 | Chapter 6: Marketing Communication Research The marketing research process (p. 188) |
| 10 | Chapter 7: Marketing Communication Agencies Agency types (p. 209) Agency Structure (p. 213) |
| 11 | Chapter 9: Marketing Communication Plan B2C segments (p. 266) B2B segments (p. 267) Mission (p. 268) Vision & Key Performance Indicators (p. 269) KPI Pyramid (p. 270) |
| 12 | Week 12 Project Submission |
| 13 | Chapter 11: Selling, social selling, marketing automation and martech Key account Management (p.326) Four digital steps to help sales team (p. 339) advantages and disadvantages of a sales team (p.346) |
| 14 | Chapter 20: Owned Media-Websites and Social Media 10 tips to integrate social media into the business (p. 606) 10 SEO tips (p. 609) |
| 15 | Revision |
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