Integrated Marketing Communications (IMC), the linking of communications tools to convey a unified brand message, is integral to business planning, making it of critical importance to students of marketing, media and advertising. The impact of new technologies requires innovative strategies to address changing consumer media habits.
Course content will be presented from management’s point of view, with strong emphasis being placed on strategic principles, consumer insights, and the various elements of the Communications Mix, both traditional and newly emerging. We will examine the relationships between Marketing plans and Communications planning, and will work closely with the processes and elements involved in creative and media planning and execution.
Creative and strategic group and/or individual projects and assignments will reinforce an understanding of the key principles of IMC and provide an opportunity to apply course learning to real business cases. The course provides students with the vital information they need to create, implement, and evaluate an integrated marketing communications plan.
REFLECTION
Using an IMC framework, students immerse themselves in the current fashion marketing scene. With a focus on what’s happening now, students learn from leading edge case studies and industry examples. Students evaluate marketing opportunities, specifically using platforms such as Facebook, Twitter, Instagram, Pinterest, Shopify, Snapchat, and more. Students incorporate technical skills building a branded website and make strategic marketing decisions based on marketing metrics complied from Google Analytics.