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INTEGRATED MARKETING COMMUNICATION COURSE IDENTIFICATION AND APPLICATION INFORMATION

Code Name of the Course Unit Semester In-Class Hours (T+P) Credit ECTS Credit
HIT438 INTEGRATED MARKETING COMMUNICATION 8 4 3 8

KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to)

Define at least 2 of advertising, public relations, sales promotion, direct marketing and personal sales concepts in marketing communication mix
List at least 4 of the elements that a marketing communication practice needs to be successful
Compare the characteristics of stakeholders when creating an integrated marketing communication plan
Evaluate the marketing communication practices through a case study
Evaluate the connection between communication and target audience in the light of past examples
Create a communication plan with reference to integrated marketing and communication planning steps