Integrated Marketing Communication

Coordinate communication activities around a clear audience and objective. You will develop messages, select channels and assess how advertising, promotion and public relations work together. The module connects creative choices with budget, accessibility, responsible claims and measurable communication results.

Learning outcomes

• Develop a communication brief
• Integrate suitable channels
• Evaluate campaign performance

Main topics

• Communication objectives
• Message design
• Advertising
• Sales promotion
• Public relations
• Campaign evaluation

Practical task

Produce an integrated campaign proposal with sample messages and evaluation measures.

Assessment

Assessment combines applied exercises, a documented case or practical portfolio and an individual written or oral explanation. Judgement considers technical accuracy, reasoning, evidence quality and the feasibility of recommendations.