In­teg­rated Mar­ket­ing Com­mu­nic­a­tions

Course content

This interdisplinary course offers an opportunity for the student to critically consider common approaches to integrated marketing communications in light of empirical evidence. The course is aimed at developing managerial decision making skills in all aspects of promotion. Topics covered include: strategy development and implementation in advertising, personal selling, public relations, and price promotions.

• The course will cover topics such as: Introduction to IMC and Communication Models 
• IMC and Consumer Behaviour
• IMC Strategy & Planning
• IMC Objectives, Positioning & Creative Implementation
• IMC: A Definition & Traditional Media
• Advertising, Public Relations and Sponsorship
• Sales Promotions, Brand Placement & Packaging
• Placement, packaging & Exhibitions 
• Interactive Media
• Media Planning
• Financial Resources, Agency Structures and Evaluation
• Ethics in IMC