ADVT13-322: Integrated Marketing Communication

Description

Integrated Marketing Communications (IMC) is the coordination of all points of contact an organization has with the marketplace. It is the ‘face’ an organisation presents to the many audiences and publics with whom it has contact. Marketing communication vehicles such as advertising, public relations, direct marketing, sales promotion, the internet and all forms of media are highly connected and have multiple communication functions including those relating to Corporate Social Responsibility, Sustainability and Social Innovation. This course explores the development of the IMC approach and relevant contemporary issues surrounding the implementation of an IMC approach; it also provides an overview of communication tools and an introduction to the IMC planning process.

Subject details

Learning outcomes

1. Demonstrate a comprehensive knowledge of what IMC is, the importance of relationship building and how critical elements of messages, organizational skills, politics, societal behaviours, economies and technology interact.
2. Responsibly deal with team and deadline expectations, time management, decision making and delegation and operate within a competitive and confidential environment.
3. Develop a targeted message, choose relevant and effective means of communication and deliver message through multiple means whilst keeping messages consistent and on brand with client.
4. Demonstrate a strong understanding of the critical importance of social, legal, ethical cultural & stakeholder obligations in Integrated Marketing Communications

Enrolment requirements

Subject outlines

• September 2018 [Standard]
• September 2017 [Standard]

Subject dates