♣ To provide an overview of the components involved in marketing communication strategic decisions.
♣ Ability to analyse the situation and design and prepare the creation of imaginative and effective communication plans
♣ Understanding the importance of each vehicle in IMC
♣ Ability to understand the strategic side of integrated marketing
Learning Outcomes:
• To define the role of IMC in modern society.
• To analyze the complexities and challenges in formulating a IMC plan
• To apply the fundamentals of consumer behavior in designing effective IMC campaign
• To learn to plan an effective IMC plan