Integrated Marketing Communications

Principles of Marketing.

The syllabus will be developed through a combination of lectures and practical sessions, the resolution of exercises, the analysis and discussion of cases and the presentation of individual and a group work. 

The aim of the course is to enable students to:

– be sensitive to changes in context and their impact on communication.

– understand the concept of integrated marketing communication, the tools that make it up and be able to apply them to different communication and marketing objectives.

– know the different communication agents.

– realise how digital communication and its different formats complement integrated marketing communication.

– develop a CIM plan and campaign

1. Integrated marketing communications (IMC)
1.1 Concept of IMC
1.2 The importance of IMC in the current context and the reasons for its growth
1.3 The new communication paradigm
1.4. The relationship between marketing and IMC
1.5. The impact of IMC on brand management
1.6. The recipients of communication
1.7 The process and phases of the IMC process
2. Communication agencies and professions
3. IMC tools
3.1 Advertising
3.2 Sales promotions
3.3 Sales force
3.4 Merchandising
3.5 Public relations
3.6 Sponsorship and patronage
3.7 Events
4. The digital approach and new communication formats
4.1 Digital marketing
4.2 Content marketing
4.3 Influencer marketing
4.4 Online advertising and social media advertising
5. Media planning
6. The creative process and the development of a IMC campaign
7. The future of communication

NAO