Integrated Marketing Communications

Course Code: MKT 324

Credit Hour: 3

Course Group: Specialization Course: Marketing

Integrated Marketing Communications (IMC): Communication and IMC Programs - The Communication Process; Barriers to Communication - Integrated Marketing Communication. Corporate Image and Brand Management: Components of Corporate Image - Role of Corporate Image – Branding - Brand Equity - Brand Extensions - Co-Branding - Private Branding - Branding Management Process. Business to Business Buyer Behavior: Business Customer - Business Buying Centers & Factors - Business Sales - Business to Business Buying Process. Promotion Opportunity Analysis: IMC Plan - Communication Market Analysis - IMC Objectives - IMC Budget - Prepare Promotional Strategies - Market Segmentation - Business – GIMC Programs. Advertising Management: Role of Advertisement in the IMC Process - Company Activities in Advertising Communication and Advertising Objectives. Advertising Design: Message Strategies - Cognitive Strategies - Affective Strategies - Brand Strategies - Exceptional Frameworks - Model of Creating and Advertisement - Advertisement Effectiveness. Advertisement Media Selection: Media Strategy - Media Planning - Media Selection - Media Mix - Media Selection in Business-to-Business Buying Markets. Trade Promotion: Nature of Trade Promotion - Types of Trade Promotions - Objectives of Trade Promotions. Consumer Promotions: Coupons – Premiums - Bonus Packs - Price Off. Personal Selling, Database Marketing and Customer Relationship Management: Personal Selling Services; Telemarketing; Retail Sales Presentations; Database Marketing Steps; Methods of Direct Marketing; Permissions Marketing; Customer Relationship Management Steps. Public Relations Events: Cause Related Marketing; Green Marketing, Public Relations Tools, Sponsorship Marketing; Event Marketing.