Overview
This course focuses on planning and integrating all available communication tools to achieve the desired communication effect. Students are exposed to a disciplined strategic planning process — from selecting appropriate target audiences and understanding consumer decision-making, to leveraging new media channels.
Topics span the full promotional mix: creative strategy, media planning, broadcast and print media, digital and direct marketing, sales promotion, public relations and international advertising, culminating in monitoring and ethical evaluation of campaigns.
Who Should Attend
- Students interested in marketing, advertising or brand communications
- Aspiring marketing communications or media planning professionals
What You Will Learn
- Identify various models of communication and consumer behaviour
- Assemble a variety of marketing communication strategies across media channels
- Analyse marketing practices from professional and ethical perspectives
- Evaluate advertising and promotional effectiveness using research tools
Course Structure / Modules
| Topic | Content |
|---|---|
| Topic 1 | Introduction to IMC and the Marketing Process |
| Topic 2 | The Communication Process and Persuasion |
| Topic 3 | Setting Objectives, Budgeting and DAGMAR |
| Topic 4 | Creative Strategy — Appeals and Execution |
| Topic 5 | Media Planning, Strategy and IT in Media |
| Topic 6 | Broadcast Media (TV and Radio) |
| Topic 7 | Print, Out-of-Home and Direct Marketing |
| Topic 8 | The Internet and Interactive Media |
| Topic 9 | Sales Promotion |
| Topic 10 | Public Relations, Publicity and Corporate Advertising |
| Topic 11 | International Advertising and Promotion |
| Topic 12 | Monitoring, Evaluation and Control |
| Topic 13 | Social, Ethical and Economic Aspects of Marketing Communications |
| Topic 14 | Regulation of Marketing Communications |
Entry Requirements / Recommended Background
No formal prerequisites. Open to Year 4 DiBA students selecting this elective.
Certification / What You Will Receive
Upon successful completion, students receive credit recognition of 3 Credit Hours towards the DiBA programme and a course completion record.