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This module addresses the role and importance of Integrated Marketing Communications (IMC) for organisations. IMC concerns the integration of all types of promotional tools and appropriate media to deliver synergistic communications campaigns. Such promotional tools include Advertising, Public Relations, Sales Promotions, and Direct Marketing, delivered on- and off-line.
It will provide students with tools for assessment of marketing communications and insight into the discourse of marketing communications. It will also help students to develop insights into how account planning, creative development and media planning work with the other communications areas in order to produce communications campaigns that deliver on business and marketing objectives.