MKTG8008 · Christmas Island

Marketing Communications in Today's Digital World

Carroll School of Management

Formerly titled "Integrated Marketing Communications" This course is focused on the integrated marketing communications (IMC) function in marketing. IMC has evolved significantly with the rise of digital technologies and platforms where today, the average person is exposed to over 5,000 advertising messages a day. This makes effective communication critical for brands striving to engage with consumers in an increasingly competitive environment. The course provides an in-depth exploration of brand building strategies designed to strategically integrate the traditional advertising channels and the digital landscape to develop effective integrated marketing communications programs. It builds on a base of strategic marketing planning and consumer behavior and then examines the role of the promotional mix (e.g., advertising, direct marketing, sales promotion, digital marketing, experiential marketing, and public relations). Through a combination of theory, case studies and real-world application, students will develop the knowledge and skills necessary to craft compelling brand narratives, and engage with audiences across all communications touchpoints, to meet strategic marketing objectives.