Integrated Marketing Communication

This course studies the use of promotional tools as well as their creation and management providing a holistic approach to communication in marketing. The course focuses on an integrative approach to the study of the promotion mix including advertising, publicity, personal selling and sales promotion. Topics comprise an evaluation of the role of promotion in marketing and the economy; the formulation and analysis of promotional goals; planning, organizing, and controlling the promotion function; creative planning as well as budgeting and media selection.

Learning Outcomes

Upon successful completion of this course, the participant will be able to:

  • Apply the key terms, definitions, and concepts used in integrated marketing communications;

  • Conduct marketing research;

  • Apply the findings of the market research to develop competitive and positioning strategies and to select the target audience(s);

  • Evaluate the findings of the market research to develop competitive and positioning strategies and to select the target audience(s);

  • Examine how integrated marketing communications helps to build brand identity and brand relationship, and creates brand equity through brand synergy;

  • Develop an integrated cross-media strategy and creative message and concept to reach the target audience and deliver the brand promise;

  • Structure an integrated marketing communications campaign plan based on the application of marketing concepts, principles, and practices within an organization.

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