For decades organizations in the public and private sectors have known that the ability to communicate with their target audiences is critical to their success. This communication used to be dominated by advertising but this is undergoing dramatic transformation, driven mainly by technological advances. An integrated approach to communications in marketing (IMC), using a host of different promotion-mix methods, including the fast-changing social media, is seen by organizations as the most viable way to inform, persuade and remind consumers in a clear, consistent and compelling way about their products and services in a global environment.
Learning Outcomes:
- Demonstrate their knowledge about the marketing mix and the promotion mix
- Differentiate between the specifics, the advantages and disadvantages of the promotion mix elements
- Examine the use of promotion mix scenarios in different situations
- Apply IMC principles in the strategies and operations of marketing communication
