Integrated Marketing Communication - MARK6021

Integrated Marketing Communications introduces course participants to the process of effective marketing communication planning. Organisations need to interact with a variety of audiences, including consumers, stakeholders, policy-makers and other organisations. There are many ways in which a company can inform the marketplace about itself and its products. It is important to understand the nature and dynamics of the tools available so that they can be applied efficiently and effectively. This course examines the tools currently available to marketing communication planners and provides guidelines as to their application. An overview of currently available communication tools such as advertising, promotion, direct marketing, digital media, personal selling, public relations, one-to-one communications, direct selling, sponsorship and internet based communication is presented.