Integrated Marketing Communications

AY2020/2021 Semester 2

Consumers today are bombarded with thousands of messages on a daily basis. Consumers are also more skeptical, more fragmented and more difficult to reach than before. To meet these challenges, it is increasingly important for companies to develop a coherent marketing communication strategy. Marketers also need to keep searching for new ways to communicate with the consumers and make sure that the messages about their brands are perceived by the target consumers as they originally intend. As you will learn in this course, integrated marketing communications (IMC) is one of the fundamental building block for a company's strategy and success.