Integrated Marketing Communication

Course Purpose and Objectives:

Integrated Marketing Communication (IMC) is an approach towards marketing communication that considers all its elements, such as public relations, social media, sales promotions, customer experience management or advertising, as a uniform system of building a brand. It utilises distinct media channels in an orchestrated way that delivers the ‘one vision, one voice’ organisational message. It allows public and private organizations and businesses to deliver an engaging and seamless consumer experience by optimising an organization’s image, reinforcing its positive reputation, and building sustainable relationships with stakeholders. The course introduces the principles and philosophy of IMC and familiarises participants with its tools.

Learning Outcomes:

Upon completion of this course, you will be able to:

• Understand the role of IMC in running businesses and organizations.
• Identify the tools of IMC, their role and limitations.
• Combine the basic approaches of managing the perceptions of the masses / consumers with the principles and tools of IMC.
• Design and implement effective IMC strategies.
• Understand the basic techniques of IMC and how they contribute to the management of reputation and branding.
• Identify and assess the social impact and ethical aspects of corporate decisions about IMC.

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