Business School

MODULE HANDBOOK 2010/2011

Module BLB10044-3

Integrated Marketing Communications

Student Name:

Module Leader: John Ward john.ward@staffs.ac.uk Tel: 01785 353285
K144 Octagon Stafford

Introduction to the Module

The first time a customer sees our message, or interacts with our company, is the “Moment of Truth”, in how they either ignore or respond to our communication.

From one perspective marketing communications form the promotion “P” of the 4Ps of the marketing mix. This promotion “P” has its own mix including the major activities of Advertising, Personal Selling, Sales Promotion and Public Relations together with expanding modern areas such as Sponsorship, Product Placement and New Media. This is truly the heart of marketing activity representing many £billions of expenditure, huge numbers of specialists, and growing complexity.

IMC is ushering in a new era in which marketers blend communication messages across all available media channels into a continuous brand experience. As part of a successful integrated marketing strategy, IMC integrates public relations, advertising, online, social media, etc; and other communications elements into one cohesive entity all sharing the same message.

Integrated marketing communications recognises the importance of planning marketing communications so that a unified image and brand identity is presented to the marketplace, the needs of specific target customers are addressed and strategic objectives are met. Through reasoned analysis it evaluates the “why” of an integrated campaign.

However, marketing communications are much more than promoting of products and services to customers. They can include communications with any of the organisation’s publics, including its own staff, and any other stakeholders and external audiences other than customers who assist in the smooth running of marketing activities. Customers form the main part of the