MKTC 445 – Integrated Marketing Communications and Promotions (1)
In this competency, you will learn how integrated marketing communications and coordinated promotions are leveraging the evolving media landscape to reach target markets using various metrics and tracking techniques. You will also learn how these new tactics differ from traditional integrated marketing communication channels and strategies. Finally you will learn how to understand demographic trends, which will improve how you reach your target customers and determine which channel--such as blogging, e-blasts, or social media--is the most effective and appropriate way to optimize communication with your customers.
Upon successful mastery of this competency, you will be able to:
- Describe traditional integrated marketing communication channels and strategies.
- Explain the four steps in the AIDA model and the components of the promotional mix.
- Explain methods used to allocate the IMC budget.
- Identify marketing metrics used to measure integrated marketing communications success.