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Cyprus International University
TR

INTEGRATED COMMUNICATIONS

Course
COMM617 - INTEGRATED COMMUNICATIONS
Department
Communication and Media Studies - English - PhD
Course Type
Course
Status
Required
Language
English
Credit
3
ECTS
10
T+P+L
3 + 0 + 0
Course Coordinator(s)
-
Prerequisite
-
Keywords

Course Description

As communication has developed in terms of both theory and practice, separate specialties and departments within organizations were created: employee communication, public relations and public affairs, advertising and marketing, audiovisual media, training and development, event and meeting planning, and information systems. These separate “islands of communication” have grown and moved further apart, often resulting in fragmented, redundant, or even contradictory communication programs and messages. This can lead to information overload, a loss of credibility, and wasted resources. As organizations are attempting to “re-engineer” and strive to become “learning organizations”, communication professionals employ new integrated communication approaches. All communication to the audience can be integrated and aligned. This course attempts to investigate the current situation in the new corporate communications and societal changes.

INTEGRATED COMMUNICATIONS

Evaluation Tools (Active Term)

No evaluation items have been defined.

Course outcomes

  1. 01 1. Outline the nature of IMC and describe its environment
  2. 02 2. Explain how to set IMC objectives and formulate an IMC budget
  3. 03 3. Evaluate creative strategies in the light of given marketing objectives and strategies
  4. 04 4. Analyse and evaluate the cost effectiveness of various forms of media
  5. 05 5. Explain the behavioural factors that influence the effectiveness of communications
  6. 06 6. Describe the various control mechanisms to evaluate activities
  7. 07 7. Prepare an IMC Plan.

Course Syllabus

Week Topic
Week 1 Introduction
Week 2 Integrated Brand Communication
Week 3 The New World of Marketing Communication
Week 4 Brand Communication and Society
Week 5 How Marketing Communication Works
Week 6 Segmanting and Targetting the Audience
Week 7 Strategic Research
Week 8 Midterm Exam Week
Week 9 Strategic Planning
Week 10 Visual Communication
Week 11 Media Basics
Week 12 Traditional Media
Week 13 Digital Media
Week 14 General Review
Week 15 Final Exam Week

Reference Books & Course Materials

  1. 01 Sandra Moriarty, Nancy Mitchell and William Wells (2012). Advertising & IMC Principle and Practice, 9th.e., Pearson.
  2. 02 William F. Arens, Michael F. Weigold and Christian Arens (2011). Contemporary Advertising & Integrated Marketing Communications, 13th.e., McGraw-Hill.
  3. 03 Philip Kotler, Kevin Lane Keller, Mairead Brady, Malcolm Goodman and Torben Hansen (2009). Marketing Management , Pearson Education Limited.

Learning Outcomes

  1. L01 1. Outline the nature of IMC and describe its environment
  2. L02 2. Explain how to set IMC objectives and formulate an IMC budget
  3. L03 3. Evaluate creative strategies in the light of given marketing objectives and strategies
  4. L04 4. Analyse and evaluate the cost effectiveness of various forms of media
  5. L05 5. Explain the behavioural factors that influence the effectiveness of communications
  6. L06 6. Describe the various control mechanisms to evaluate activities
  7. L07 7. Prepare an IMC Plan.

Program Outcomes

No program outcomes have been defined.

Po-Lo Matrix

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