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In today’s dynamic business, anyone may not rush to buy any product if they do not know about it. It is therefore vital for marketers to effectively and efficiently communicate a message about a product, service and/or idea to the marketplace. The role of integrated marketing communications (IMC) in marketing management from both theoretical and practical perspectives is the core of the course. In such a sense, students are introduced to the role of IMC, the use of agencies, communication aspects of advertising, planning, budgeting and decision-making, media selection and controls on communication activities using the IMC model. This is specifically directed towards promoting sales of tangible products and intangible services though bricks and mortar stores and through internet- based e-commerce sites.
a) Explain the concepts and basic features of integrated marketing communications.
b) Link the aims of integrated marketing communications with basic marketing principles to analyse given communication problems.
c) Recommend appropriate IMC tools for various communication environments.
d) Design an IMC campaign using a range of strategies to achieve identified outcomes within a given communication environment.
(G)* = Group Assessment