Integrated Marketing Communications

AY2016/2017 Semester 2

Role of advertising and promotion in marketing. Promotion program situation analysis. Analysing the communication process. Establishing objectives and budgeting for the promotional program. Developing an integrated marketing communication program. Creative strategy. Media planning and strategy. Direct response marketing. Sales promotion. Personal selling. Public relations, publicity and corporate advertising. Monitoring, evaluation and control of promotional programs. International advertising and promotion. Social and ethical issues.