INTEGRATED MARKETING COMMUNICATION (2/2 Credits)

Learning Outcomes:

On successful completion of this course, students will be able to: identify buyer behaviors; identify the IMC Planning process; group IMC and media promotional tools; discuss measurement methods of IMC Programs; demonstrate the capability to make the IMC planning.

Topics:

1. Buyer Behaviors;
2. The Communication Process & Consumer Behavior;
3. The IMC Planning Process;
4. IMC Ethics;
5. Traditional Media Channels;
6. Digital Marketing;
7. Alternative Marketing Programs;
8. Advertising Design: Theoretical Frameworks & Types of Appeals;
9. Advertising Design: Message Strategies & Executional Frameworks;
10. Direct Marketing & Personal Selling;
11. Public Relations & Sponsorship Programs;
12. Integrated Marketing Communication;
13. Sales Promotions; Buyer Behaviors;
14. The Communication Process & Consumer Behavior;
15. Integrated Marketing Communication;
16. The IMC Planning Process;
17. IMC Ethics;
18. Digital Marketing;
19. Alternative Marketing Programs;
20. Advertising Design;
21. Direct Marketing & Personal Selling;
22. Sales Promotions;
23. Public Relations & Sponsorship Programs.