This module firstly introduces students to the concept of integrated marketing communications (IMC) and its role in the marketing process. Various elements of the communication mix are examined (e.g., direct marketing, internet marketing, sales promotion, public relations/publicity and personal selling, etc.). Furthermore, the module also focuses on communications planning and all the relevant parts included in the process (e.g., setting advertising communication objectives, selecting and evaluating a media mix, developing and monitoring an integrated marketing communication program among others). The second part of the module focuses on brand management and employing marketing communications to build successful brands. The students will explore the brand concept, as well as brand building and maintenance. They will also be taught how to select and use various marketing communication elements to build and maintain brands effectively in diverse contexts.
