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 Has knowledge of the basic concepts, theory and methods in the field of public relations, advertising, marketing and integrated marketing communications.
2. P02 Has knowledge of the appropriate media planning processes for target audiences in the field of public relations and advertising.
3. P03 Is able to write periodic reports on the activities carried out in the fields of public relations and advertising.
4. P04 Is able to use research and planning methods and techniques related to public relations and advertising.
5. P05 Knows organisational crisis management processes.
6. P06 Knows the media and digital media communication techniques and processes related to the promotion of institutions and organisations.
7. P07 Knows the creation and application of media strategy in the field of public relations and advertising.
8. P08 Has knowledge of legal regulations and ethics related to public relations and advertising.
9. P09 Is able to conduct marketing and consumer behavior research and undertake planning based on this research data.
10. P10 Is able to conduct public relations and advertising campaigns.
11. P11 Is able to use digital media and social media in the fields of public relations and advertising.
12. P12 Has the ability to use current and effective presentation techniques in the field of public relations and advertising.
13. P13 Is able to monitor social developments and changes in the behavior of the target audience and use the information obtained to design public relations and advertising campaigns.
14. P14 Is able to take initiative in solving problems in the fields of public relations and advertising by acting as a responsible individual as well as a team member.
15. P15 Is able to create and implement brand and communication strategies.
16. P16 Is able to analyse consumer behavior in traditional and digital channels of communication using scientific methods and to evaluate the unique dynamics of these channels.
17. P17 Is aware of and acts in accordance with the standards and ethical codes of national and international professional organisations in the fields of public relations and advertising.
18. P18 Can communicate effectively within an international study and work environments.
19. P19 Can apply their learning into practice in real work contexts,

Po-Lo Matrix