MSMC5024 Trends in Integrated Marketing Communications
This course examines the structural, technological and consumer behavioral forces driving accelerating change in integrated marketing communications. The course embraces the move underway from traditional IMC approaches to new tools and views. For example new preferences for: 147screen148 (i.e. TV, Mobile) vs. 147non screen (i.e. press, radio etc.), 147two-way148 (interactive) versus 147one-way (i.e. passive), 147named148 or 147personalized148 communication (i.e. spam, direct mail etc.) vs.147not named148 (i.e. TV). Further, a wide range of new concepts will be explored, such as social networking, contextual targeting, viral communication, blogging, wikis, new consumer behavior schemas, renewed interest in hygiene factors and CRM.