INTEGRATED MARKETING COMMUNICATION (2 CREDITS)

Learning Outcomes:

On successful completion of this course, students will be able to: LO1 – Explain the emerging trend and consumer buying in the IMC planning process; LO2 – Discuss the IMC Tools and measurement method; LO3 – analyze the IMC program with precise measurement.

Topics:

1. Introduction of Integrated Marketing Communications;
2. Brand and Consumer Behaviour in IMC Plan;
3. The IMC Planning Process;
4. Advertising Campaign Management;
5. Advertising Design;
6. Traditional Media Channels;
7. Digital and Social Media Marketing;
8. Alternative Marketing;
9. Direct Marketing and Personal Selling;
10. Sales Promotion;
11. Public Relations and Sponsorship Program;
12. IMC Ethical Concerns;
13. Evaluating an Integrated Marketing Program.