MKTG 304 — Integrated Marketing Communications
Marketing & Entrepreneurship · University of Ghana
The main objective of the course is to provide students with the requisite knowledge and skills that will enable them apply the concepts and theories of integrated marketing communications planning within different organisational set-ups. Thus, the course is designed to equip students with the concept of IMC, its evolution, importance, benefits, and barriers to integration. The semester‘s programme covers a very broad field of the subject including a conceptual framework of the marketing communication process, the processes of integration, IMC planning and implementation, building and sustaining positive brand and corporate image and the importance of developing corporate mission statements in charting an effective communication path for the organisation. Marketing concepts like market segmentation, audience targeting and positioning strategies will extensively feature in the programme.
- Credits
- 3
- Level
- Level 300
- Semester
- Semester Two
Other courses on this programme
- ECCM 301 — Customer Care Essentials
- ECCM 302 — Customer Relationship Management
- ECCM 304 — Mobile Commerce and Marketing
- ECCM 306 — Introduction to E-Service Management
- ECCM 308 — Innovation and New Product Development
- MKTG 301 — Principles of Marketing
- MKTG 302 — Sales Management
- MKTG 303 — Introduction to Electronic Business
- MKTG 305 — Consumer Behaviour
- MKTG 306 — Fundamentals of Entrepreneurship
- MKTG 308 — Retail Strategy
- ECCM 401 — Measuring Customer Satisfaction
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Start freeCourse details from University of Ghana Volume 2 Handbook for the Bachelor's Degree: Course Descriptions for Programmes in the Humanities (2017).