People Innovation Excellence


Learning Outcomes:

On successful completion of this course, student will be able to: Explain the importance marketing communication in business, the concept of integrated marketing communication, marketing communication psychology, the role of media in marketing communication; Apply e-media, marketing communication ethics, image and brand management, audience relationship management, Analyse the marketing communication environment, international context of marketing communication, regulation and legal control; Create the concept of IMC Mix in a new business.


  1. What is integrated marketing communication?
  2. Creating shared meaning in marketing communications;
  3. marketing communication psychology;
  4. media-the carriers of the message;
  5. E-media;
  6. The changing marketing communications environment;
  7. the international context of marketing communications;
  8. Regulation and legal controls;
  9. Marketing communication ethics;
  10. Image and brand management;
  11. Customer/audience relationship management;
  12. Managing Integrated Marketing Communication;
  13. The Integrated Marketing Communication Mix : PR, Sponsorship, Advertising, Direct marketing communications, Sales promotion-merchandising and point of sale;
  14. Packaging, Exhibition and trade shows, Personal Selling and sales management.

Published at : Updated

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