Advertising and Promotion

Integrated Marketing Communications

Integrated Marketing Communications (IMC) is a strategic approach that merges diverse marketing methods and channels to provide a consistent message across all customer touchpoints. This subject examines how businesses can create a cohesive narrative that effectively engages their audience by synchronizing advertising, public relations, direct marketing, social media, and other promotional activities. Students will learn about the theories behind IMC, the importance of brand coherence, consumer behavior insights, and how to leverage various media platforms to optimize marketing efforts. Through practical case studies and real-world application, learners will gain skills needed to plan, execute, and evaluate comprehensive marketing communication campaigns.