Overview

1. To examine the marketing communication function and the growing importance of advertising and other promotional elements in the marketing programs of domestic and foreign companies.
2. To introduce the concept of integrated marketing communications (IMC) and consider how it has evolved.
3. To examine reasons for the increasing importance of the IMC perspective in planning and executing advertising and promotional programs.
4. To introduce the various elements of the promotional mix and consider their roles in an IMC program.
5. To examine how various marketing and promotional elements must be coordinated to communicate effectively.
6. To introduce a model of the IMC planning process and examine the steps in developing a marketing communications program.