Integrated Marketing Communications – IMC requires marketing specialists to have a broad knowledge of how this field is properly used to ensure effective brand communications with target segment(s). Therefore, this course will examine the wide range interconnections of Above The Line (ATL), Below The Line (BTL) and Through The Line (TTL) marketing communication platforms to serve consistent business objectives. These will include advertising and advertising management, sponsorship in marketing, experiential marketing (i.e., events), digital, and sales promotion. Moreover, communicating with customers through social media outlets is crucial for engagement to increase sales as a result, thus, content marketing and email marketing will be highlighted and discussed to achieve business success. We will investigate the values of integrated marketing communications, their theoretical models that underpin them and practical applications for each outlet in the marketplace. The course will enable a depth understanding of how and when these IMC mediums can be used effectively in relationship to product/service life cycles to inform, persuade, and remind customers about promotional offerings. Although there will be some lecture material to both understand the conceptual framework for topics discussed and to provide practical integrated marketing communications examples, much of the time will involve students in collaborative hands-on activities and interactive discussions. Students will undertake applied and assessed in-class exercises, earn a professional marketing communication certificate, discuss local and global integrated marketing communication techniques, and participate in hands-on group projects. Marketing communications industry experts will be invited to participate in class sessions to further extend the practical experience of students. Therefore, class participation is particularly important in this course.
