Integrated Marketing and Communications

Course Code: AMM 5013

Academic Year: 2020-2021

Integrated Marketing Communications (IMC) is becoming more important to the marketing and communications industry, making it of critical importance to students of marketing, media and advertising. This course is an introductory exploration into the role and fit of key elements of IMC, including traditional media, social media, sales promotion, event marketing, sponsorship, public relations/publicity, digital marketing and direct marketing, to make sure that all the elements work together as a unified force. This course will give students realistic advertising problems that need to be identified, analyzed and solved through development of a realistic advertising campaign. Through individual and group work, participants will learn how to write, present and manage a complete advertising campaign from start to finish.