Course Description

Course Name

Integrated Marketing Communication

Session: VPRS3121

Hours & Credits

3 US Credits

Prerequisites & Language Level

Taught In English

  • There is no language prerequisite for courses at this language level.


This course studies the use of promotional tools by business as well as their creation and management.
The course provides an integrative approach to the study of the promotion mix, including advertising,
publicity, personal selling, and sales promotion. Topics include an evaluation of the role of promotion in
marketing and the economy; the formulation and analysis of promotional goals; planning, organizing, and
controlling the promotion function; creative planning; and budgeting and media selection.
  • Apply the key terms, definitions, and concepts used in integrated marketing communications.
  • Conduct and evaluate marketing research and apply these findings to develop competitive and positioning strategies and to select the target audience(s) for the IMC campaign plan.
  • Examine how integrated marketing communications help to build brand identity and brand relationship, and create brand equity through brand synergy.
After completing the course successfully, students should be able to:
  • Choose a marketing communications mix to achieve the communications and behavioural objectives of the IMC campaign plan.
  • Develop an integrated cross-media strategy and creative message and concept to reach the target audience and deliver the brand promise through an IMC campaign.

*Course content subject to change