Formation/Cours

At the end of the course, the students should be able to:
1. use a conceptual framework for the planning, integrating and control of the marketing communication process
2. determine the role of marketing communication in branding
3. construct realistic communication objectives for different types of marketing communication
4. set a marketing communication budget and allocate resources to the communication elements within this budget
5. provide relevant input towards creative and media strategy
6. demonstrate the strategic use of each of the communication elements – advertising, direct marketing, sale promotion and PR/publicity
7. identify the need for evaluating the effectiveness of the marketing communication plan
8. formulate relevant ideas on communication campaign issues, present and discuss them

1. Unit introduction – the importance of integrated marketing communications
2. Which value relationships to communicate and how communication works
3. What to communicate – brand positioning
4. How to communicate
5. Where to communicate – media choices
6. Media planning, strategy and execution
7. Deconstructing the IMC components – advertising and sales promotion
8. Deconstructing the IMC components – Direct Marketing and the WWW
9. Deconstructing the IMC components – Public Relations, sponsorship and events management
10. The Integrated Marketing Research process
11. IMC – The evaluation process
12. Future Issues in Integrated Marketing Communication