IMC Strategy and Planning 5 credits

This course focuses on the execution and evaluation of marketing communication activities, moving from strategic planning to practice. By connecting company level strategies with customer and market insight, you will be able to i) discuss Integrated Marketing Communications’ (IMC) role and objectives ii) critically analyse the appropriateness of different communications channels and alternatives, and iii) combine logical reasoning with creative thinking to design defendable and actionable (IMC) plans. You will further be challenged to reflect on how corporations in different context will require different IMC strategies and how marketing strategy translates into measurable communication outcomes through effective campaign implementation at different stages in the customer journey. In the course, you will learn the practical skills needed to implement campaigns: developing creative concepts, planning media buys, managing social media channels, and coordinating messages across customer touchpoints. The course addresses practical and ethical considerations in campaign execution, including algorithmic targeting decisions, influencer partnerships, and management of customer reviews and ratings. Applied projects allow students to execute communication campaigns from brief to evaluation, developing practical proficiency with industry tools and platforms.