Singapore University of Social Sciences

Integrated Marketing Communications

CET Course | SkillsFuture Claimable Course

Integrated Marketing Communications (MKT358)

Applications Open: 01 October 2024

Applications Close: 15 November 2024

Next Available Intake: January 2025

Course Types: Modular Undergraduate Course

Language: English

Duration: 6 months

Fees: $1391.78 View More Details on Fees

Area of Interest: Business Administration

Schemes: Alumni Continuing Education (ACE)

Funding: SkillsFuture

School/Department: School of Business


Synopsis

MKT358 Integrated Marketing Communications integrates traditional advertising, public relations, direct marketing, promotions and new media platforms to apply an optimum mix of media and message strategies to motivate the target audience to make purchase. This course provides students with the knowledge of various methods by which organisations communicate with their markets, as well as an understanding of the analysis and design of integrated marketing communications programmes.

Level: 3
Credit Units: 5
Presentation Pattern: EVERY JAN

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
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