Integrated Marketing Communications

Learning Outcomes

On successful completion of this Course, students will be able to: Manage the usage of Integrated Marketing Communication, Use the concept of Integrated Marketing Communication, Analyse meaning, position, and the Role of IMC in Marketing Communication, Create the relationship between the ideas and the tools of IMC.

Topics

1. The nature of IMC process
2. Introduction of IMC
3. Marketing Mix and Communication Process
4. Key Feature of IMC
5. Interactive Marketing
6. Customer service
7. The role of IMC in the Marketing Process
8. Strategic planning and IMC
9. Marketing Communication Strategy
10. The Nature of Strategy
11. Strategic issues: The Internet, Brand Equity and CRM Strategy, Channel Strategy