Participants will get an understanding of the process and advantages of integrated marketing communications and understand that messages must be strategically coordinated for maximum impact. As such, students will be able to appreciate the value and importance of an integrated marketing communications approach.

On successful completion of this course, participants should be able to:

• Distinguish between the various types of marketing communication messages.
• Analyze how the product, distribution and price mix elements affect marketing communication strategies.
• Assess the major legal issues that affect marketing communication.
• Analyze the social responsibility issues that affect marketing communication.
• Analyze the demographic factors that influence marketing communication.
• Assess how social groups can influence and are influenced by marketing communications.
• Examine the interrelations between the business plan, marketing plan and the marketing communications strategy.
• Distinguish between integrated marketing and integrated marketing communications.
• Develop a marketing communication plan.
• Appraise how the source, the message and the audience affect persuasive communication.
• Evaluate the effectiveness of advertising.
• Differentiate between the sales promotion’s strategies for trade audiences and consumer audiences.
• Design and evaluate a direct marketing programme.
• Compare the strengths and weaknesses of various media alternatives.
• Develop a media plan.
• Develop an IMC Budget.
• Measure the performance of marketing communication.
• Plan a campaign for a product or service.