Integrated Marketing Communications
Course Description
In this course the role of integrated marketing communications in business and society is analyzed, giving a broad view of the profession in a service- or product-oriented company. The social and economic roles that integrated marketing communications plays in profit and non-profit companies are applied. Integrated marketing communications' role in marketing is explored in a practical way and the relationship among the planning process, creative strategies, and media selection are examined.
Topics and Objectives
MC Foundation
- Compare and contrast IMC and traditional marketing.
- Examine the role of research in relation to IMC.
- Analyze the influence of external and internal factors on IMC using a
- Situations, Weaknesses, Opportunities, Threats, and Trends (SWOTT) analysis.
- Identify ethical challenges associated with creating an IMC campaign.
- Examine the impact of Segmentation, Targeting, and Positioning (STP) on IMC.
- Develop an IMC campaign.
IMC Campaign: Strategy
- Create marketing communications objectives based on market research.
- Select appropriate IMC tools.
- Discuss the importance of message consistency in IMC.
IMC Campaign: Buyer Behavior and Media Planning
- Analyze the impact of online and off-line buyer characteristics on positioning strategy.
- Select appropriate messaging strategies.
- Develop a media campaign.
IMC Campaign: Promotions and Special Events
- Develop a promotions plan.
- Select appropriate special events to support a sales promotion.
IMC Performance Evaluation
- Select appropriate IMC performance measurement methods.