Integrated marketing communication major—management concentration students will complete ten courses plus an internship as follows: required: comm 101: introduction to communication & media studies magt 131: management concepts comm 222: introduction to integrated marketing communication magt 234. To examine how various marketing and promo- tional elements must be coordinated to commu- nicate effectively 6 to introduce a model of the imc planning process and examine the steps in developing a marketing communications program revised pages an introduction to integrated marketing communications 1. This book reviews, updates and enhances the basic concepts surrounding the academic theory and practice of integrated marketing communication (imc) since the introduction of imc in the late 1980s, the concept has spread around the world in that expansion, many authors have written about imc practitioners have. Part 1: an introduction to integrated marketing communications chapter 1: an introduction to integrated marketing communications chapter 2: the role of imc in the marketing process part 2: integrated marketing communications program situation analysis chapter 3: organizing for advertising and promotion: the. Jun 8, 2016 hi, and welcome to this discussion on designing and managing integrated marketing communications in previous chapters we've reviewed product, price, and place concepts with this chapter we have now moved on to the final marketing “p”: promotions in this lecture we'll review promotions concepts. Imc 610 introduction to imc course description introduces students to the fundamentals of integrated marketing communications (imc) students learn and apply the imc planning process and examine the role of integration to ensure consistency of creative strategy and complementary use of traditional and digital.
Introduction to integrated marketing communications integrated marketing communications (imc) is an approach to creating a unified and seamless brand experience for consumers across channels. Introduction to imc the consumer and marketing communications organising and budgeting for marketing communications creative strategy media planning and strategy evaluating media options direct and interactive marketing sales promotion public relations, publicity and corporate advertising personal selling. The introduction of new technology broadens the boundaries for advertising elements to endeavour with such avenues like the internet their focus may stray from the core principles of imc which is to integrate the elements together, as they're less effective individually also, their clients may not grasp the imc concept as an. The “face, personality and spirit” of the company and products (all marketing mix variables) should blend together to present a unified message integrated marketing communication • imc plan is not a marketing plan it is a portion of the marketing plan that involves all promotional aspects of the marketing plan.
Nov 4, 2008 imc–audience contact points point of point of public public publicity publicity packaging packaging purchase purchase relations relations internet/ internet/ direct interactive direct interactive response media media marketing marketing response communications communications audience audience. Imc communication tools advertising direct marketing interactive/ internet marketing sales promotion publicity/public relations personal selling any paid form of nonpersonal communication about an organization, product, service, idea or cause by an identified sponsor advertising disadvantages of advertising. Introduction to integrated marketing communications target audience profiling developing the communication objectives and strategy developing the integrated marketing communications plan selecting and scheduling the media integrating pr, promotions and direct marketing working up the timelines and budget. Integrated marketing communications (imc) is the coordination of all points of contact an organization has with the marketplace 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.
Integrated marketing is an approach to creating a unified and seamless experience for consumers to interact with the brand/enterprise it attempts to meld all aspects of marketing communication such as advertising, sales promotion, public relations, direct marketing, and social media, through their respective mix of tactics,. Introduction the overall purpose of this chapter is to explain why and how an integrated marketing communication approach enhances an organisation's publicity initiatives it also explains why publicity in this holistic approach contributes to the effectiveness of an organisation's marketing objectives it addresses the. Core 501 professional imc seminar / introduction to imc 502 consumer behavior / understanding the target audience 503 insights and measurements 504 creative development and direction 505 internet and mobile media: evolution of the digital space 555 managing integration / the imc campaign 557 brand.
Marketing communications is a simple concept it ensures that all forms of communications and messages are carefully linked together. 1 introduction integrated marketing communication ( imc ) emerged during the late twentieth century and its importance has been growing ever since (grove, carlson, and dorsch, 2002 cornelissen, 2001 hartley and pickton, 1999) owing to the impact of information technology, changes came. A basic introduction to the strategic marketing communications process that includes consumer insight and research, market segmentation, brand positioning , communications messages and media decisions overviews the tactical areas of marketing communications including branding, advertising, digital media and.
Part i introduction to imc download pdf 003mb view abstract keyboard_arrow_down chapter 1 | 23 pages overview of imc download pdf 014mb view abstract keyboard_arrow_down chapter 2 | 23 pages brands and imc download pdf 038mb view abstract keyboard_arrow_down chapter 3. Integrated marketing communications is a simple concept it ensures that all forms of communications and messages are carefully linked togetherit is defined as customer centric, data driven method of communicating with the customers imc is the coordination and integration of all marketing communication tools. Definition of integrated marketing communications a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines and combines these disciplines to provide clarity, consistency and maximum.
Definition of integrated marketing communications (imc): an approach to achieving the objectives of a marketing campaign, through a well coordinated use of different promotional methods that are intended to reinforce each other as defined by the american. An introduction to integrated marketing communications - free download as powerpoint presentation (ppt), pdf file (pdf), text file (txt) or view presentation slides online. In the current economic crisis and with rapidly advancing, ever-changing technological communication channels available, traditional above-the line advertising alone will not provide and improve results therefore, this introduction to imc also considers and discusses new technologies and opportunities provided by the.