Chapter 13: Promotion: Integrated Marketing Communication (IMC)

Learning Objectives

  • 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

License

Icon for the Creative Commons Attribution 4.0 International License

Introduction to Marketing II 2e (MKTG 2005) by NSCC and Lumen Learning is licensed under a Creative Commons Attribution 4.0 International License, except where otherwise noted.

Share This Book