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MAC428Social Sciences2 Unitsintermediate

Integrated Marketing Communication

This course introduces students to the principles and skills required for effective marketing communication. It equips learners with the rudiments and various considerations in integrated marketing communication. The course covers the origin of marketing, definitions, and its relationship with other management functions. Students will explore the marketing mix, integrated marketing communication strategies, and the role of marketing research in developing effective marketing plans. The course also examines the various media channels and budgeting for promotional programs.

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208h
Study Time
13
Weeks
16h
Per Week
basic
Math Level
Course Keywords
Integrated MarketingCommunicationMarketing MixMarketing ResearchPromotion

Course Overview

Everything you need to know about this course

Course Difficulty

Intermediate Level
Builds on foundational knowledge
65%
intermediate
➕
Math Level
Basic Math
📖
Learning Type
Theoretical Focus

Course Topics

Key areas covered in this course

1

Marketing Definitions

2

Marketing Mix

3

Integrated Marketing Communication

4

Marketing Research

5

Promotional Strategies

6

Budgeting

Total Topics6 topics

Ready to Start

No specific requirements needed

This course is designed to be accessible to all students. You can start immediately without any prior knowledge or specific preparation.

Assessment Methods

How your progress will be evaluated (3 methods)

assignments

Comprehensive evaluation of course material understanding

Written Assessment

tutor-marked assessments

Comprehensive evaluation of course material understanding

Written Assessment

final examination

Comprehensive evaluation of course material understanding

Written Assessment

Career Opportunities

Explore the career paths this course opens up for you

Marketing Manager

Apply your skills in this growing field

Advertising Executive

Apply your skills in this growing field

Public Relations Specialist

Apply your skills in this growing field

Brand Manager

Apply your skills in this growing field

Market Research Analyst

Apply your skills in this growing field

Industry Applications

Real-world sectors where you can apply your knowledge

AdvertisingPublic RelationsSalesMarketingMedia

Study Schedule Beta

A structured 13-week journey through the course content

Week
1

Module 1: Marketing as an Institution

2h

Unit 1: History and Definitions of Marketing

2 study hours
  • •Trace the origin of marketing
  • •Explain various definitions of marketing
  • •Discuss the evolution of marketing through different eras
Week
2

Module 1: Marketing as an Institution

2h

Unit 2: Marketing and Other Management Functions

2 study hours
  • •Differentiate marketing from advertising and other marketing communication means
  • •Describe the relationship between marketing and advertising
  • •Analyze the application of marketing communication for effective marketing effort
Week
3

Module 1: Marketing as an Institution

2h

Unit 3: The Marketing Mix and Marketing Plan

2 study hours
  • •Define marketing mix
  • •Identify each of the elements in the marketing mix
  • •Explain how each of the marketing mix influences total marketing plan
Week
4

Module 1: Marketing as an Institution

2h

Unit 4: Elements of Marketing Mix

2 study hours
  • •Explain the first four P's of marketing
  • •Identify other P's of marketing
  • •Analyze how each of the P's influence various stages of marketing communication effort
Week
5

Module 2: Understanding Integrated Marketing Communication

2h

Unit 1: Origin of Integrated Marketing Communication (IMC)

2 study hours
  • •Explain how IMC evolved and what led to its development
  • •Explain the response of marketers and advertising agencies to IMC
  • •Identify scholastic definitions of IMC and be able to explain the concept
Week
6

Module 2: Understanding Integrated Marketing Communication

2h

Unit 2: Definition and Explanation of IMC

2 study hours
  • •Identify and understand various elements of IMC
  • •Distinguish the elements from each other by their individual unique features
  • •Explain the roles of the individual element in integrated marketing communication
Week
7

Module 2: Understanding Integrated Marketing Communication

2h

Unit 3: The Need for IMC

2 study hours
  • •Explain the factors that affect the choice of the promotional mix
  • •Explain why some promotional mix miss out in an IMC campaign
  • •Suggest an appropriate IMC mix for a given marketing situation
Week
8

Module 3: Market & Marketing Research

2h

Unit 1: Marketing Research

2 study hours
  • •Explain marketing research
  • •Analyze why it is necessary to conduct marketing research
  • •Discuss the relationship between conventional research and marketing research
Week
9

Module 3: Market & Marketing Research

2h

Unit 2: Types of Marketing Research

2 study hours
  • •Define various marketing research methods
  • •Differentiate between quantitative and qualitative marketing research
  • •Conduct marketing research using either quantitative or qualitative method
Week
10

Module 3: Market & Marketing Research

2h

Unit 3: Steps & Processes of Conducting Marketing Research

2 study hours
  • •Explain the steps involved in conducting marketing research
  • •Identify the elements in each step
  • •Analyze the process involved in conducting marketing research
Week
11

Module 3: Market & Marketing Research

2h

Unit 4: Merits and Demerits of Marketing Research

2 study hours
  • •State the various benefits in marketing research
  • •Outline the disadvantages in marketing research
  • •Discuss the importance of marketing research in decision-making
Week
12

Module 4: Integrated Marketing Communication Plan

2h

Unit 1: Integrated Marketing Communication Strategies

2 study hours
  • •Identify the key participants in an integrated marketing communication process
  • •State the notable and widely applied IMC strategies
  • •Explain the steps in developing a marketing communication plan
Week
13

Module 4: Integrated Marketing Communication Plan

4h

Unit 2: Integrated Marketing Communication Media

2 study hours
  • •Analyze the basic Media of IMC
  • •Differentiate between various IMC media
  • •State the characteristics of various media

Unit 3: Objectives and Budgeting For Promotional Programme

2 study hours
  • •State why specific objectives are important to integrated marketing communication program
  • •Analyze some of the challenges marketers often face in setting objectives for their IMC program
  • •Describe the process of budgeting for IMC

This study schedule is in beta and may not be accurate. Please use it as a guide and consult the course outline for the most accurate information.

Course PDF Material

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Study Tips & Exam Preparation

Expert tips to help you succeed in this course

1

Create a study schedule allocating specific time slots for each module

2

Review all tutor-marked assignments (TMAs) and their solutions

3

Focus on understanding key concepts and definitions from each unit

4

Practice applying marketing communication strategies to real-world case studies

5

Create concept maps linking Units 3-5 marketing research concepts

6

Review past examination questions to identify common themes and question types

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