BX2082 - Integrated Marketing Communications

Organisations employ various promotional methods to communicate with specific target markets in line with the organisations' overall sustainable marketing objectives. This subject explores various processes and techniques relevant to the effective utilisation of the promotional mix and advocates the development of an integrated marketing communications (IMC) approach whereby the different communication tools available to the marketer are employed in a consistent and coordinated way so as to optimise their effectiveness. Key communication tools and avenues incorporated within the subject's coverage include: broadcast media, print media, interactive media and a variety of other support media along with the utilisation of techniques such as the use of direct marketing, public relations and publicity and sales promotion.

Learning Outcomes

• explain the shift in marketing communications practice from an emphasis on advertising to an emphasis on a broader integrated marketing communications (IMC) approach;
• discuss the range of key factors that underpin the successful planning, development and monitoring of an IMC campaign;
• determine creative strategies, execution techniques and media placement strategies best suited to different target markets and product / service categories;
• appraise various promotional mix tools and approaches with a view to determining those best suited to different target markets and situations;
• develop an IMC plan in response to a given scenario / case study.

Note: Minor variations might occur due to the continuous Subject quality improvement process, and in case of minor variation(s) in assessment details, the Subject Outline represents the latest official information.