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 Conduct research, planning, implementation of a plan, and evaluate the results.
2. P02 Demonstrate their knowledge of media and digital media communications related to the publicity of institutions and organizations.
3. P03 Conduct advertising and campaign processes for traditional and new media.
4. P04 Carry out internal and external communication processes within institutions and organizations.
5. P05 Use the necessary audio-visual communication tools within the fields of public relations and advertising.
6. P06 Show sensitivity toward remaining loyal to universal values, laws and ethical principles while practicing their profession.
7. P07 Proves his/her basic theoretical knowledge in the fields of public relations, advertising and communication.
8. P08 Expresses his/her knowledge of crisis management and how to find solutions to problems within the field of public relations.
9. P09 Expresses his/her knowledge of perception and reputation management for institutions and organizations.

Po-Lo Matrix