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 have knowledge which is supported by up-to-date primary and secondary course books and application tools in the field of Visual Communication Design
2. P02 have technical knowledge necessary for the field of Visual Communication Design
3. P03 Have knowledge about universal human rights, social justice, quality management, environmental protection, and workplace health.
4. P04 S/he visualises imagined things in a coherent structure
5. P05 S/he defines the problems related to communication and finds possible solutions for these problems.
6. P06 S/he has skills to manage a project/work related to Visual Communication Design independently.
7. P07 S/he develops and applies projects and activities related with his/her social environment with an awareness of social responsibility.
8. P08 S/he designates and manages the requirements and processes of learning.
9. P09 S/he, equipped with advanced knowledge and skills in Visual Communication Design education, who interprets and evaluates data, identifies and analyses problems and finds solutions based on research and facts.
10. P10 S/he can take responsibility as an individual and a team member in complex and unforeseen problems related to Visual Communication Design projects.
11. P11 S/he plans, manages and finishes a media content under time restrictions.
12. P12 S/he approaches advanced knowledge and skills from a critical perspective.
13. P13 S/he is aware that the Visual Communication Design Department has close ties with new technological developments and also aware of the importance of pursuing these developments which have vital importance for creating new media content.
14. P14 S/he is a person who informs and expresses thoughts for possible solutions related with Visual Communication Design contents prepared for related individuals and organisations.
15. P15 S/he shares developments and data related to Visual Communication Design with specialists and non-specialists
16. P16 S/he acts in Visual Communication Design projects in accordance with social, scientific, cultural and ethical norms.

Po-Lo Matrix