(See related pages)
- 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.
- To introduce the concept of integrated marketing communications (IMC) and consider how it has evolved.
- To examine reasons for the increasing importance of the IMC perspective in planning and executing advertising and promotional programs.
- To introduce the various elements of the promotional mix and consider their roles in an IMC program.
- To examine how various marketing and promotional elements must be coordinated to communicate effectively.
- To introduce a model of the IMC planning process and examine the steps in developing a marketing communications program.
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