Synopsis
Topics
- Introduction to IMC in the Marketing Process
- Organising for Advertising and Promotion
- Analysing The Communication Process: Source, Message, and Channel Factors
- Establishing Objectives and Budgeting for the Promotional Programme
- Creative Strategy: Planning, Development, Implementation and Evaluation
- Media Planning and Strategy
- Evaluation of Media
- Support Media
- Direct Marketing & Sales Promotion
- Digital and Social Media
- Public Relations
- Measuring the Effectiveness of the Promotional Programme
- Social, Ethical, and Economic Impacts of Advertising and Promotion
Learning Outcome
- Develop an understanding of IMC principles and its role in the marketing process
- Design effective promotional programmes with relevant marketing communication tools
- Appraise communications creativity and the importance of a creative strategy
- Analyse social, ethical and economic aspects of IMC practices
- Demonstrate presentation skills in discussing relevant strategies in given scenarios
- Evaluate the relative effectiveness of various media for marketing communications
Objectives
A. Knowledge and Understanding (Theory Component)
By the end of this course, you should be able to:
- Develop an understanding of IMC principles and its role in the marketing process
- Appraise communications creativity and the importance of a creative strategy
- Evaluate the relative effectiveness of various media for marketing communications
- Analyse social, ethical and economic aspects of IMC practices
B. Key Skills (Practical Component)
By the end of this course, you should be able to:
- Design effective promotional programmes with relevant marketing communication tools
- Demonstrate presentation skills in discussing relevant strategies in given scenarios
Who Should Attend
This course is designed for learners seeking to understand how organisations plan, integrate, and evaluate marketing communication strategies across traditional and digital media to influence consumer behaviour in competitive market environments.
Relevance of Course to employment/upskilling/reskilling
This course equips learners with practical IMC knowledge and strategic planning skills relevant to marketing, advertising, media, and corporate communication roles. By developing competencies in message design, media planning, and campaign evaluation, it enhances employability and supports career advancement and reskilling in increasingly integrated, digitally driven communication environments.
Schedule
| S/N | Time | Agenda |
|---|---|---|
| 1 | Seminar 1 19:00 – 19:15 | Face-to-Face Session Overview & Introduction to the Course |
| 19:15 – 20:20 | IMC & Its role in Marketing Strategy – including Case Discussion | |
| 20:20 - 20:40 | Break | |
| 20:40 – 22:00 | Perspectives on Consumer Behaviour – including Case Discussion | |
| 2 | Seminar 2 19:00 – 20:20 | Face-to-Face Session Advertising and Promotion – including Case Discussion |
| 20:20 - 20:40 | Break | |
| 20:40 – 22:00 | Public Relations, Publicity, and Corporate Advertising – including Case Discussion | |
| 3 | Seminar 3 19:00 – 20:20 | Face-to-Face Session Direct Marketing & Sales Promotion – including Case Discussion |
| 20:20 - 20:40 | Break | |
| 20:40 – 22:00 | The Communication Process – including Case Discussion | |
| 4 | Seminar 4 19:00 – 20:20 | Face-to-Face Session Setting Objectives and Budget – including Case Discussion |
| 20:20 - 20:40 | Break | |
| 20:40 – 22:00 | Creative Strategy – including Case Discussion | |
| 5 | TMA | Submission of Tutor-Marked Assignment (TMA) |
| 6 | Seminar 5 19:00 – 20:20 | Face-to-Face Session Media Planning and Strategy – including Case Discussion |
| 20:20 - 20:40 | Break | |
| 20:40 – 22:00 | Traditional, Support, Digital and Social Media – including Case Discussion | |
| 7 | GBA | Submission of Group-based Assignment (GBA) |
| 8 | Seminar 6 19:00 – 20:05 | Face-to-Face Session Measuring the Effectiveness of IMC Campaigns – including Case Discussion |
| 20:05 - 20:15 | Break | |
| 20:15 - 21:15 | Regulation of Advertising and Promotion & Social, Ethical, and Economic Aspects of IMC – including Case Discussion | |
| 21:15 - 21:20 | Break | |
| 21:20 - 21:30 | Attendance Taking & Administrative Briefing | |
| 21:30 - 22:00 | In-class Reflection Assessment | |
| 9 | Examination | Proctored Online Examination – In-person on SUSS Campus |
Assessments
The overall course grade is determined by
- Tutor-Marked Assignment (TMA) – 18%
- Group-Based Assignment (GBA) – 20%
- Participation – 12%
- Written Examination – 50%
Admissions pre-requisite
- At least 18 years of age
- GCE 'A' level with two passes (prior to 2006) or two H2 passes (from 2006), or local polytechnic diploma; or International Baccalaureate (IB) Diploma; or NUS High School Diploma
- Applicants with a Diploma from ITE, or other Diploma qualifications plus an acceptable SAT or ACT (with Writing) score may be considered for admission on a case-by-case basis
- If not, at least 5 GCE 'O' Levels & an interview
About the Trainers
- Peggy Su has been the course developer and has taught MKT358-Integrated Marketing Communication since its inception. With more than 30 years of experience in communication, she has also developed and taught other courses like Public Relations, Corporate Communication, Creative Advertising & Copywriting and Customer Relationship Management at SUSS.
Outside of work, Peggy enjoys travelling to learn more about different cultures, and observing the many aspects of human behaviour (such as customer/vendor relationships) that aids in her teaching.
Course Fees, payment and refund policy
| International Participants | Singapore Citizen Below 40 years old/ Permanent Resident | SkillsFuture Mid-Career Enhanced Subsidy1 (Singaporeans aged 40 and above | Enhanced Training Support for SMEs2 (Singaporeans and PRs) | |
|---|---|---|---|---|
| Full Course Fee (A) | $ 1,753 | $ 1,461 | $ 1,461 | $ 1,461 |
| SSG Grant Rate (B) | 0% | 70% | 70% | 70% |
| SSG grant (C) | - | $ 1,022.70 | $ 1,022.70 | $ 1,022.70 |
| Nett course fee (A)-(C) = (D) | $ 1,753.00 | $ 438.30 | $ 438.30 | $ 438.30 |
| 9% GST on net course fee (E) | $ 157.77 | $ 39.45 | $ 39.45 | $ 39.45 |
| SSG Enhanced Funding Rate (F) | 0% | 0% | 20% | 20% |
| SSG Enhanced Grant (G) | - | - | $ 292.20 | $ 292.20 |
| Total nett course fee payable, including GST (D) + (E) - (G) = (H) | $ 1,910.77 | $ 477.75 | $ 185.55 | $ 185.55 |
1 Mid-Career Enhanced Subsidy: Singaporeans aged 40 and above may enjoy subsidies up to 90% of the course fees.
2 Enhanced Training Support for SMEs: SME-sponsored employees (Singapore citizens and PRs) aged 21 and above may enjoy subsidies up to 90% of the course fees.
For the various payment mode, please refer here.
For the refund policy, please refer here.
A written request for a refund must be submitted and is subject to approval. If written notice of withdrawal is given within the cooling off period1 and before the course start date, a full refund of the fees paid less an administrative charge of $110.00 (exclusive of GST) will be given. No refund will be given for withdrawal thereafter.
1The cooling off period is defined as 7 working days after payment of course fee.
Completion Requirement
- Attendance: Participants must achieve at least 75% attendance.
- Assessment: Participants must sit and pass all prescribed assessments and submit all course work stipulated in the section Assessments.
- Evaluation: Participants are required to complete course evaluations conducted by SUSS and SSG at the end of the training.
For clarification, please contact the SUSS Academy via the following:
Telephone: +65 6248 0263
Email: [email protected]