Integrated Marketing Communications

Course Code: MKTG 5519

Academic Year: 2020-2021

Integrated Marketing Communications (IMC), the linking of communications tools to convey a unified brand message, is integral to business planning, making it of critical importance to students of marketing, media and advertising. Course content will be presented from management's point of view, with strong emphasis being placed on strategic principles, consumer insights, and the various elements of the tradition and emerging Communications Mix. Students examine the relationships between marketing plans and communications planning, and will work closely with the processes and elements involved in creative and media planning and execution.