Week 7 Course Overview

INTEGRATED MARKETING COMMUNICATIONS

Integrated marketing communications (IMC) is an approach used by organizations to brand and coordinate their communication efforts. The American Association of Advertising Agencies defines IMC as “a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines and combines these disciplines to provide clarity, consistency and maximum communication impact.” The primary idea behind an IMC strategy is to create a seamless experience for consumers across different aspects of the marketing mix. The brand’s core image and messaging are reinforced as each marketing communication channel works together as parts of a unified whole rather than in isolation.

TOPICS TO BE DISCUSS

1. Introduction to Integrated Marketing Communications

2.  Branding

3. Classification of Advertising

4. Consumer Advertising

UNIT EXPECTED OUTCOMES

At the end of this unit, students are expected to:

1.Analyze how companies  use PR Principle to promote company branding to its target audience.

2.Understand the management of corporate branding.

3. Discuss factors that have prompted the shift from mass communications to integrated marketing communications.