This course introduces students to different components of marketing communication through
delving into the different dimensions involved in building an integrated successful promotion
strategy.
The course allows students to understand and examine the promotional mix including
advertising, public relations, personal selling and marketing. Students are provided with
knowledge on technical as well as theoretical aspects of IMC through applying learnt concepts
to comprehensive IMC campaigns, while analytically considering the evolving media and
marketing environment.
Intended Learning Outcomes
1.1. Identifying key concepts related to Integrated Marketing Communication (IMC)
1.2. Observing and understanding the implications of changes in the surrounding environment
1.3. Defining the main tools of IMC
1.4. Identifying the significance of IMC campaigns in developing a successful promotion
strategy
1.5. Differentiating between advertising, public relations, sales and other tools of IMC
1.6. Recognizing the key elements of creating brand identity
1.7. Expanding analytical and cognitive skills through learning experiences in the diverse
topics included.
1.8. Identifying the various technical aspects of using IMC tools.
1.9. Recognizing the role of the different media in executing IMC campaigns.