Integrated Marketing Communications (MKTG2004) 12 weeks summary notes

About These Notes

This is a complete summary of the Integrated Marketing Communications (MKTG2004) unit. The notes were created using both lecture notes and the textbook and organised by week. Week 1 to 12 are covered. They are:

• Week 1: Defining IMC
• Week 2: Generating Consumer Insights
• Week 3: Brand Positioning
• Week 4: Media planning & Budgeting in advertising
• Week 5: Traditional and Digital Media
• Week 6: Advertising Creatively
• Week 7: Planning and executing the creative appeal
• Week 8: Social Influence
• Week 9: Public Relations, Corporate reputation and sponsorship
• Week 10: Influence in Personal Selling
• Week 11 and Week 12: Direct Marketing and Sales Promotion