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 1. Applies foundational nursing knowledge to meet individual, family, and community health needs by providing person-centred care that respects dignity, autonomy, privacy, and informed consent.
2. P02 2. Applies professional standards and quality management principles by using risk assessment, incident/near-miss reporting, audit/feedback, and continuous improvement to strengthen patient safety.
3. P03 3. Integrates theoretical and practical knowledge to deliver holistic preventive, curative, and rehabilitative nursing care by demonstrating therapeutic communication, empathy, and culturally safe practice.
4. P04 4. Delivers evidence-based, high-quality care using health information and communication technologies by documenting accurately, protecting confidentiality/data security, and using clinical technologies safely and appropriately.
5. P05 5. Identifies, analyses, and addresses healthcare problems by formulating clinical questions, searching and appraising evidence, applying findings to practice, and evaluating outcomes using a systematic, research-informed approach.
6. P06 6. Manages nursing care by prioritising, planning, implementing, and evaluating interventions; escalating concerns appropriately; and demonstrating accountability through accurate documentation and responsible delegation/supervision.
7. P07 7. Collaborates effectively within interdisciplinary/multidisciplinary teams by sharing timely information, respecting roles, engaging in constructive conflict management, and contributing actively to shared decision-making.
8. P08 8. Maintains lifelong learning by setting professional development goals, seeking and using feedback, engaging in reflective practice/portfolio work, and updating practice according to current scientific and technological developments.
9. P09 9. Plans and implements community-oriented projects and health promotion activities by using population data, collaborating with stakeholders, advocating for equitable health, and evaluating the impact of initiatives on community/public health.
10. P10 10. Upholds ethical principles by maintaining confidentiality, obtaining informed consent, ensuring fairness/non-discrimination, managing professional boundaries, and reporting unethical or unsafe practices according to regulations.
11. P11 11. Contributes to quality and professional development processes by participating in institutional quality activities , supporting in-field/out-of-field education through mentoring/teaching, and representing the nursing profession appropriately at national and international levels.
12. P12 12. Communicates professionally in at least one foreign language to access and use international evidence, collaborate with global peers, and provide safe, respectful communication for diverse populations.

Po-Lo Matrix