Integrated Marketing Communication

What it covers

This unit aims to introduce the nature and principles of integrated marketing communications to promote brand success. The unit introduces systematic approaches to setting marketing communications goals, identifying relevant target audiences, designing and testing creative communication campaigns, and evaluating campaign results. Students will develop a deep understanding of marketing communication tools such as advertising, sales promotion, public relations, publicity and direct marketing in a digital and contemporary environment. Students will be able to develop an effective integrated marketing communication plan from an advanced viewpoint based on theory, contemporary practices, and research.

Assessment

When and where