Integrated marketing communication (IMC) enables all aspects of marketing mix to work together in harmony to promote a particular information product or service effectively among end-users.
The course "Integrated Marketing Communications in Information Activities" designed for students of the second education (master's) level of specialty 029 "Information, Library and Archival Sciences". Students learn to integrate marketing communication elements (e.g., advertising, public relations, publicity, sales promotion, event marketing, direct marketing, e-communication, and selling) to advance an organization’s success and brand equity. Case studies and exercises help students learn how to develop effective IMC plans.
As Ahmad Kareh, the adjunct professor at Brigham Young University, marketing is like a game of chess, which isn’t won in a single move; strategy and circumstance also contribute to the outcome. Outlined below are the seven steps that information analysts in IMC have adopted at Marketing of Information services:
1. Identify IMC campaign goals and potential limitations.
2. Define the target audience
3. Gain some insight (SWOT analysis)
4. Understand the competition and identify the competitive edge
5. Get creative
6. Check your 'big idea'
Код та найменування спеціальності:
029 Інформаційна, бібліотечна та архівна справа
Рівень вищої освіти: другий (магістерський)
- Викладач: Охріменко Ганна Валеріївна