MSMC5001 Integrated Marketing Communications Techniques I
This course focuses on the processes and practices of integrated marketing communications in order to ensure that a coherent organizational message is delivered to both internal and external audiences. The course explores the basic elements and integration of advertising, public relations, direct marketing, sales promotion and ecommerce marketing in the context of the IMC process. A key theme is managing communications that encompasses a customer orientation, customer acquisition, customer retention, brand strategy, cross-media integration and measurement of communication effects. This course is a pre-requisite to Applying Management & Integrated Marketing Communications Techniques-2.