2,500 word individual

20 min group presentation

Introduction to integrated marketing communications and its relationship to marketing.
The communications process, noise reduction mechanisms and marketing communications models.
Media themes: choice reach frequency and scheduling.
Financial resources: models of appropriation and issues pertaining to brand valuation.
Creativity in advertising.
Advertising appeals and execution strategies.
Web-based advertising techniques.
sales promotion.
Direct Marketing/data base marketing.
PR and publicity.
Corporate image building.
Packaging and the point-of- purchase.

Integrated Marketing Communications - 7220ECBM

Integrated Marketing Communications

apply marketing communications models to the IMC process in order to reduce noise.

critically analyse leading edge theory pertaining to marketing communications.

introduce a media plan for optimum coverage and critically evaluate the role and effect of supporting tools in an IMC approach.

design a direct marketing plan, including on and off-line media and explain the importance of developing a positive corporate image and long term(CRM) relationships with customers and other stakeholders.

critically evaluate the major types of advertising appeals and execution styles and apply the creative process to the design of advertising strategy.

demonstrate professional presentation skills