Course Details
| Title | Integrated Marketing Communications |
| Field of Study | Business, Communication |
| Professor | hanyang (summerschool@hanyang.ac.kr) |
| Type | Academic course |
| Credits | 3 |
| Contact hours | 45 |
| Schedule | Evening |
| Course code | ISS1120 |
| Course number | 18116 |
| Description | We will learn how and why integrated marketing communications add value to achieving marketing goals of satisfying consumer needs and building long-term relationships and developing brand equity. We will cover specifically components within the promotional mix with a special focus on new and developing methods such as: events and experiential marketing, sponsorships, alternative marketing (buzz marketing, guerrilla marketing, product placements, branded entertainment, lifestyle marketing, and brand communities), and shopper marketing. |
| Objective | • Students will gain an understanding of important concepts in integrated marketing communications • Students will gain an ability to recognize and critically analyze how firms in the real world employ creative solutions in their marketing program to solve marketing problems |
| Preparations | Integrated Marketing Communications, by Pearson, especially produced for this course at $35.94(USD) at this link: https://collections.pearsoned.com/#purchaseebook/1323665765 |
| Materials |
Integrated Marketing Communications_Nikki Wingate
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| Evaluation |
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| Lesson Plan |
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| Last Updated | April 15, 2022 |