Integrated Marketing Communication Strategy

Programme Overview

You will be introduced to effective integrated marketing communication strategies for organisations. It provides an overview of managing the marketing function, including segmentation, targeting, positioning, customer decision-making, market and environmental analysis, marketing planning, and strategy. Emphasis is placed on understanding the role of advertising and other promotional tools in the IMC program of an organisation to achieve effective marketing campaigns based on clear objectives, market segmentation, and target marketing within established time and cost parameters. The development of a promotional program requires an understanding of the overall marketing process, communications theory and processes, marketing communications tools, consumer behaviour, and marketing communications organisation structures and operations. This course will examine the process by which integrated marketing communications programs are planned, developed, executed, and measured.

Learning Outcomes

Implement a market segmentation process on a particular product.

Design a package that incorporates the elements of the Marketing Mix.

Determine which traditional promotional tools to use for the advertising campaign for your product.

Determine which contemporary promotional tools to use for the advertising campaign for your product.

Develop a plan for an integrated marketing communications campaign for a product