Integrated Marketing Communication
The American Business School Paris
Area of Study
Communication, International Marketing, Marketing
Taught In English
MKTG 210, MKTG 240 or equivalent
Course Level Recommendations
ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.
Recommended U.S. Semester Credits3
Recommended U.S. Quarter Units4
Hours & Credits
OverviewCOURSE DESCRIPTION :This course studies the use of promotional tools by business as well as their creation and management.The course provides an integrative approach to the study of the promotion mix, including advertising,publicity, personal selling, and sales promotion. Topics include an evaluation of the role of promotion inmarketing and the economy; the formulation and analysis of promotional goals; planning, organizing, andcontrolling the promotion function; creative planning; and budgeting and media selection.COURSE OBJECTIVES :
EXPECTED LEARNING OUTCOMES:After completing the course successfully, students should be able to:
- Apply the key terms, definitions, and concepts used in integrated marketing communications.
- Conduct and evaluate marketing research and apply these findings to develop competitive and positioning strategies and to select the target audience(s) for the IMC campaign plan.
- Examine how integrated marketing communications help to build brand identity and brand relationship, and create brand equity through brand synergy.
- Choose a marketing communications mix to achieve the communications and behavioural objectives of the IMC campaign plan.
- Develop an integrated cross-media strategy and creative message and concept to reach the target audience and deliver the brand promise through an IMC campaign.
Courses and course hours of instruction are subject to change.