COURSE·MKTG2006

Integrated Marketing Communications

Marketing

25 Chapters

Offered in

MarketingMKTG2006coreBrand Management & Communications

Chapters

Ch 1FREE

Introduction to Integrated Marketing Communications

11 min

Ch 2FREE

The Communication Process in Marketing

15 min

Ch 3

Consumer Behavior and Decision Making

11 min

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Ch 4

Psychological Foundations of Consumer Response

15 min

Ch 5

Market Segmentation and Targeting

15 min

Ch 6

Positioning and Brand Perception

15 min

Ch 7

Brand Equity and Brand Management

17 min

Ch 8

Business-to-Business Buyer Behavior

17 min

Ch 9

Setting IMC Objectives and Budgets

14 min

Ch 10

Creative Strategy Development

14 min

Ch 11

Message Appeals and Persuasion Techniques

14 min

Ch 12

Creative Execution and Source Selection

14 min

Ch 13

Managing Creative Partnerships and Agency Relationships

15 min

Ch 14

Media Planning and Metrics

19 min

Ch 15

Traditional Media Channels

16 min

Ch 16

Digital Advertising and Search Marketing

18 min

Ch 17

Social Media Marketing Platforms

16 min

Ch 18

Mobile Marketing and Location-Based Engagement

15 min

Ch 19

Direct and Database Marketing

12 min

Ch 20

Personal Selling and Sales Relationship Management

15 min

Ch 21

Sales Promotion and Point-of-Purchase Strategies

16 min

Ch 22

Public Relations, Sponsorship, and Event Marketing

14 min

Ch 23

Ethical and Regulatory Issues in IMC

16 min

Ch 24

Global Integrated Marketing Communications

12 min

Ch 25

Measuring and Evaluating IMC Effectiveness

15 min