Chapter 12: Promotion: Integrated Marketing Communication (IMC)
Learning Objectives
- Understand why integrated marketing communication (IMC) matters
- Explain integrated marketing communication (IMC) and its connection to the organization’s marketing strategy
- Discuss how to develop effective messaging for marketing communications
- Explain factors to consider when selecting marketing communication methods to execute the strategy
- Describe common methods of marketing communication, their advantages and disadvantages
- Explain how IMC tools support the sales process
- Describe the uses of Customer Relationship Management (CRM) systems for marketing communication purposes
- Explain common tools and approaches used to measure marketing communication effectiveness
- Create a marketing campaign and budget using multiple IMC tools to execute a marketing strategy