Integrated Marketing Communications Online Course

Integrated Marketing Communications or IMC, as defined by The American Association of Advertising Agencies is a marketing strategy that recognizes the value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines, advertising, public relations, personal selling, and sales promotion, and combines them to provide clarity, consistency, and maximum communication impact. 

The learning objectives for this online course are as follows:

• To understand the definition of IMC and how it is used to increase brand awareness, generate sales, improve brand image, etc. 
• To understand the IMC process of seamlessly and effectively integrating various modes of marketing communications to achieve brand goals.
• To understand how budgets affect IMC efforts. 
• To understand the power of word-of-mouth and how to use it to achieve brand objectives.
• To create an IMC plan for your business, brand, or organization.

The course is divided into seven lessons and a bonus lesson on Brand Journalism. 

The lessons are as follows:

1. Lesson 1: What is IMC and how is it used?
2. Lesson 2: Understanding the IMC Process
3. Lesson 3: Seamless and Effective IMC case Studies
4. Lesson 4: Budgets
5. Lesson 5: What is word-of-mouth marketing and how is it used?
6. Lesson 6: Creating your IMC Plan
7. Lesson 7: Creating your IMC Plan Continued
8. Bonus Lesson 8: Brand Journalism and how to use it to reach your audience