Integrated Marketing Communication

1. Basic Course Information

Course Code: 012052
Course Name: Integrated Marketing Communication
Course Type: Specialty course
Period: 36
Credits: 2
Target Students: Undergraduates Majoring in Marketing, Management, Advertisement and Journalism and Communication.
Assessment: Examination
Preparatory Courses: Management, Marketing

2. Brief Course Introduction

Originated in the United States after the 1990s, the course applies to marketing, advertising, news media and other professional courses. It plays an important role in the curriculum system of business management disciplines.

In the course, Integrated Marketing Communication is elaborated as a strategic business process for planning, development, implementation and evaluation of the brand communication plan which is coordinated, measurable, persuasive and persistent. The goal of Integrated Marketing Communication is to establish communications among customers, brokers, employees, partners and other internal and external stakeholders, to use any form of relevant contact points (including advertising, packaging, display, sponsorship, event and new media, etc.), to coordinate a variety of marketing communications tools, to spread a consistent brand image, to influence the behavior of target audiences, to generate short-term income returns, and to create long-term brand value and shareholder value. Besides the theories of integrated marketing communication, the course includes a large number of Integrated Marketing Communications Case Studies of advanced enterprises.