Course Details

1. Identify what is an integrated marketing communications program
2. Recognize how an integrated marketing communications program create value for firms
3. Identify the components of an integrated marketing communications program
4. Identify new trends affecting marketing communications, focusing on WOM, buzz marketing, sponsored consumers and the use of the internet and social media in marcoms
5. Evaluate the different promotional elements for different organisational settings and apply the learned concepts to suggest marketing communications programs.

Overview of Integrated Marketing Communications

Integrated Marketing Communications (IMC)

Changes in Marketing Communication Practices

Making Brand-Level Marcom Decisions and the marcom programme

The communications process

Marcom’s Challenges: Enhancing Brand Equity, Influencing Behavior, and Being Accountable

Branding

Brand Equity

Brand identity and dimensions of brand personalities

Creating successful brands

Ethical, Regulatory, and Environmental Issues in Marketing Communications

Ethical issues in Marketing Communications

The ethics of targeting

The ethics of targeting children

Ethics and advertising

Ambush marketing

Stealth marketing

Ethical issues in Public Relations

Ethical issues in Packaging, Branding and Sales Promotions

Green marketing

Advertising regulation

Marcom Positioning

Positioning and the creating of meaning

Outcomes of positioning

Implementing Positioning CPM Vs HEM

Elements of Memory

Marcom Objective Setting and Budgeting

Marcom Objectives

Practical Budgeting Methods

Facilitating the success of new brands  

New-Product Adoption Process Model

Alternative marketing programmes

Buzz marketing

Sponsored consumers

Brand ambassadors

Guerrilla marketing

Corporate image

The Brand Naming Process

The Role of Logos

Functions of the Package

Evaluating the Package: The VIEW Model

Overview of Advertising Management: Messages, Media, and Measurement

The role of advertising agencies

Advertising terminology and objectives

Advertising campaign management

The creative brief

Selecting Message Appeals and Picking Endorsers

Celebrity Endorsers

Advertising Appeals

Traditional Advertising Media  Vs New media

Traditional media

Television

Radio

Newspapers

Magazines

Out-of-Home-Advertising

New media and internet marcoms

Online advertising, Blogs and Email advertising

Mobile phones and text messaging

Search Engine Advertising

Online social networks

Viral Marketing

• Shimp, T. A. (2010) Advertising, Promotion, and Other Aspects of Integrated Marketing Communications. London: South Western-Cengage Business

• Dahlen, M. and Lange, F. (2010) Marketing Communications: A Narrative Approach West Sussex: John Wiley and Sons Ltd
• Belch, G. and Belch, M. (2008) Advertising and Promotion: An Integrated Marketing Communications Perspective. New York: McGraw-Hill Higher Education
• Russel, E. (2008) The Fundamentals of Marketing Communications, London: AVA Publishing