Integrated Marketing Communication

Description

Identifying key concepts related to Integrated Marketing Communication (IMC) Observing and understanding the implications of changes in the surrounding environment Defining the main tools of IMC Identifying the significance of IMC campaigns in developing a successful promotion strategy Differentiating between advertising, public relations, sales and other tools of IMC Recognizing the key elements of creating brand identity Expanding analytical and cognitive skills through learning experiences in the diverse topics included. Identifying the various technical aspects of using IMC tools. Recognizing the role of the different media in executing IMC campaigns. Examining how IMC objectives and budgeting are set. Analyzing how IMC campaigns help build brand identity Performing market research and analysis. Illustrating the difference between the different media in the dissemination process. Analyzing and identifying tools for influencing behavior through an integrated strategy Analyzing consumer behavior, perception and attitudes in order better plan targeting and brand positioning. Developing a comprehensive IMC plan Associating targeting and customers' segmentation for a more coherent picture to serve the marketing process. Planning successful IMC campaigns Planning the use of different communication tools in different marketing situations. Selecting suitable methods and techniques for consumer behavior research. Managing the media production in relationship to the IMC campaign objectives. Planning successful public relations and advertising campaigns. Evaluating the effectiveness of IMC strategies. Planning brand analysis before setting IMC programs and campaigns. General and Transferable skills Creating a concept with different implementations. Managing the elements of the branding process. Applying relevant software skills to create a professional strategy. Applying visual conceptualization strategy. Using persuasion appeals for creating and writing advertising and public relations content

Program

Media Department

Objectives

• This course introduces students to different components of marketing communication through delving into the different dimensions involved in building an integrated successful promotion strategy. The course allows students to understand and examine the promotional mix including advertising, public relations, personal selling and marketing. Students are provided with knowledge on technical as well as theoretical aspects of IMC through applying learnt concepts to comprehensive IMC campaigns, while analytically considering the evolving media and marketing environment.