Integrated Marketing Communications

CET Course | SkillsFuture Claimable Course

Synopsis

MKT358 Integrated Marketing Communications integrates traditional advertising, public relations, direct marketing, promotions and new media platforms to apply an optimum mix of media and message strategies to motivate the target audience to make purchase. This course provides students with the knowledge of various methods by which organisations communicate with their markets, as well as an understanding of the analysis and design of integrated marketing communications programmes.

Level: 3
Credit Units: 5
Presentation Pattern: EVERY JAN

Topics

Introduction to IMC in the Marketing Process
Organising for Advertising and Promotion
Analysing The Communication Process: Source, Message, and Channel Factors
Establishing Objectives and Budgeting for the Promotional Programme
Creative Strategy: Planning, Development, Implementation and Evaluation
Media Planning and Strategy
Evaluation of Media
Support Media
Direct Marketing & Sales Promotion
Digital and Social Media
Public Relations
Measuring the Effectiveness of the Promotional Programme
Social, Ethical, and Economic Impacts of Advertising and Promotion

Learning Outcome

Develop an understanding of IMC principles and its role in the marketing process
Design effective promotional programmes with relevant marketing communication tools
Appraise communications creativity and the importance of a creative strategy
Analyse social, ethical and economic aspects of IMC practices
Demonstrate presentation skills in discussing relevant strategies in given scenarios
Evaluate the relative effectiveness of various media for marketing communications

Full-time Programmes Part-time Programmes / CET Courses

Singapore University of Social Sciences