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IMC Strategic Process

(Core Course)

IMC Strategic Process covers the principles and practices of Integrated Marketing Communications. The course begins by discussing the definitions, scope and phases of IMC as a strategic process for managing the communications between an organization and its stakeholders.

Topics include customer focus, sources of data for understanding customers, customer segmentation and valuation, analyzing behavioral customer databases, the brand as a integrating force, synergy and consistency across contact points, media neutral planning, closed-loop processes, the allocating of marketing communication resources, and estimating the return on marketing communication investments. Students conduct an extensive database marketing project with SPSS statistics software.