Study Guide

Objective

After completing this course the student is able to
- apply and reflect the key terms, definitions and concepts of integrated marketing communications (IMC)
- examine how IMC helps in building brand identity and developing brand value
- develop a cross-media strategy and creative message to reach the target audience
- choose a marketing communications mix to achieve IMC campaign objectives
- measure and evaluate the effects and results of an IMC campaign to determine its success

Content

- Integrative approach to the study of marketing
- Formulation and analysis of promotional goals; planning, organising, and controlling the promotion function; creative planning; budgeting and media selection
- The specifics of social marketing