Integrated Marketing Communication (4 Credits)

Learning Outcomes:

On successful completion of this course, students will be able to: LO1 – explain the activities involved in developing IMC planning program process.; LO2 – apply the IMC Tools and measurement method for creative promotion strategy.; LO3 – analyze the effectiveness of IMC program with precise measurement for continuous improvement.

Topics:

1.  Integrated marketing communications and its synergistic effects;
2. Enhancing Brand Equity, Brand Adoption, Brand Naming and Accountability;
3. Segmentation, Targeting, and Positioning;
4. The Role of Persuasion in Integrated Marketing Communications;
5. Objective Setting and Budgeting;
6. Traditional Media Channels;
7. Digital Media: Online, Mobile, App Advertising and social Media;
8. Direct Marketing, CRM, and Other Media;
9. Media Planning and Analysis;
10. Consumer Sales Promotion; Public Relations, Event, and Sponsorships;
11. Packaging, Point-of-Purchase Communications, and Personal Selling;
12. Evaluating an Integrated Marketing Program.