Integrated Marketing Communications

This module will give the student a chance to learn about and participate in planning integrated marketing communication strategies and tactics. The students will gain the knowledge and insight necessary to use marketing communication tools and to develop a marketing communications plan. 

1. Examine the components of integrated marketing communications and their relationship to other elements of the marketing mix.

2. Evaluate the importance of managing brand image and its contribution to integrated marketing communications plans.  

3. Analyse the planning process involved in integrated marketing communications.

4. Evaluate a range of marketing communications tools.

5. Prepare an integrated marketing communications programme utilising a mix of marketing communications tools and appropriate media.

6. Consider appropriate methods for evaluating marketing communications.

7. Appraise the impact of new technologies on marketing communications.