INTEGRATED MARKETING COMMUNICATION

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

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

1. P01 PO1: Engaged in insightful thinking leading to self-learning and lifelong learning.
2. P02 PO2: Established a general knowledge of economics sufficient to work independently through specific learned techniques generated via individual efforts and study.
3. P03 PO3: Reached the required knowledge and skills to understand social, economic and legal issues both within national, international and global contexts and apply theoretical knowledge of economics to practice.
4. P04 PO4: Adopted the ability to critically evaluate, analyze and interpret information gathered through the use of related statistical software programs to suggest creative solutions for economic problems and make relevant economic decisions.
5. P05 PO5: Been aware of gathering and analyzing data through the application of appropriate technological tools in an ethical and safe manner in order to generate economic decisions and policy suggestions.
6. P06 PO6: Been equipped with conceptual and analytical skills essential for team-working and collaborations for economic decision making for a variety of economic concepts in national and global environment.
7. P07 PO7: Endowed with both oral and written communication skills within the economic field to effectively study and work in an international environment
8. P08 PO8: Been able to transfer theoretical knowledge to real life economic environment: to generate policies for microeconomic and macroeconomic problems faced by individuals, firms and governments at national, international and global context.
9. P09 PO9: Developed an ability to apply economic analysis to everyday problems in real world through the development of ethical perspectives and social responsibilities at work and in personal life.

Po-Lo Matrix