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Cyprus International University
TR

INTEGRATED MARKETING COMMUNICATION

Course
PRAD428 - INTEGRATED MARKETING COMMUNICATION
Department
Public Relations and Advertising - English - Undergraduate
Course Type
Course
Status
Required
Language
English
Credit
3
ECTS
4
T+P+L
3 + 0 + 0
Course Coordinator(s)
-
Prerequisite
-
Keywords

Course Description

This course aims to provide students with insights into the coordination and integration of marketing communication tools, avenues, and sources into a seamless program which maximizes the impact on consumers at a minimal cost. This integration is studied in relation to a firm’s business-to-business, marketing channel, customer focused, and internally directed communications in their entirety. Integrating advertising and other marketing communications becomes extremely important in highly competitive trade arenas and advertising alone does not guarantee sales. This course will thus enable students to understand the importance of the strategic integration of marketing mix elements, as well as the value of strategic communication in gaining new customers.

INTEGRATED MARKETING COMMUNICATION

Evaluation Tools (Active Term)

No evaluation items have been defined.

Course outcomes

  1. 01 Exemplify(4) knowledge about nature of a totally integrated advertising and marketing communications approach.
  2. 02 Identify(2) demographic difference of people in markets.
  3. 03 Classify (3) segments and differences in people attitudes, preferences and cognition while plan(4) a purchase of products and services.
  4. 04 Compare(4) local and global role of integrated marketing communications.
  5. 05 Reason(5) level of influence of varying promotional tools such as trade fairs, sponsorship marketing, event marketing.

Course Syllabus

Week Topic
Week 1 Introduction to the Course/ Introduction to Integrated Marketing communncations/Benefits of learning about IMC
Week 2 Integrated Marketing communications
Week 3 Integrated Marketing communications
Week 4 Brand Management
Week 5 Brand Management
Week 6 Buyers Behavior
Week 7 Buyers Behavior
Week 8 Midterm Exam
Week 9 The IMC Planning Process
Week 10 The IMC Planning Process
Week 11 Advertising Campaign Management
Week 12 Advertising Campaign Management
Week 13 Advertising Design
Week 14 Advertising Design
Week 15 REVIEW

Reference Books & Course Materials

  1. 01 Integrated Advertising, Promotion, and Marketing Communications, Eighth Edition, by Kenneth E. Clow and Donald Baack. Published by Prentice Hall. (2018)
  2. 02 Strategic Integrated Marketing Communication: Theory and Practice 2008. Percy, L.- 9780750679800 Elsevier Science & Technology Books. https://books.google.com.cy/books?id=7f0rE-RMTGcC

Learning Outcomes

  1. L01 Exemplify(4) knowledge about nature of a totally integrated advertising and marketing communications approach. SOLO 4
  2. L02 Identify(2) demographic difference of people in markets. SOLO 2
  3. L03 Characterize(3) segments and differences in people attitudes, preferences and cognition while plan(4) a purchase of products and services. SOLO 3.5
  4. L04 Compare(4) local and global role of integrated marketing communications. SOLO 4
  5. L05 Reason(5) level of influence of varying promotional tools such as trade fairs, sponsorship marketing, event marketing. SOLO 5

Program Outcomes

No program outcomes have been defined.

Po-Lo Matrix

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