marketing
communications
IMC is a way of looking at the whole marketing process from the view point of the customer. - Philip Kotler
Course Overview
This course is designed to provide an overview of marketing communications, with a specific emphasis on advertising’s role in marketing planning, crafting advertising message strategy, understanding the principles of media selection and placement, and analysis of audience segmentation to determine the appropriate message and media.
Course Content
Module(1): IMC
Ch01: Introduction |
Ch02: Corp Image | Exercise 2
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ReBranding | Types of Brands | Corp Names | Packaging |
Ch03: Buyer Behavior | Exercise (ch3)
Ch04: Plan Process | Exercise (ch4)
Module(2): Advertising Tools
Ch05: Ad Mgmt | Exercise (ch5)
Ch06: Ad Theory |
Ch07: Ad Msg/Exec | Exercise (ch7)
Ch08: Traditional Media |
Assignment: Ad Critique
Module(3): IMC Components
Ch09: Digital Marketing | Get Certified |
Ch10: Alternative Marketing | |
Ch11: DB/Personal/Direct |
Ch13: Public Relation | Exer(5)
Ch14: Ethics | |
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Podcast: Ambush Marketing
Ch15: Evaluation | |
Assignment: IMC Components
