Depending on the program, students might also be required to complete an IMC capstone project. This project gives students the opportunity to apply the knowledge and skills they have learned in their courses to a concrete marketing campaign or other marketing-related project.
In some cases, the program might partner with real clients in need of a comprehensive IMC plan so that students can work with as realistic parameters as possible for their project.
These programs cover the major elements of marketing communication e. Students develop skills in audience-based research analysis e. In addition to applied skill development, these programs also may offer courses that allow students to explore broader topics in the field, such as how emerging media influences consumer behaviors and shopping patterns; how social media is altering the notion of consumer engagement with a brand, service or product; or the various channels through which organizations communicate with and market to prospective customers and establish a trustworthy brand identity.
Through the development and in some cases the implementation of this campaign, students learn to apply all of the research skills and IMC knowledge they have gained in their program to a concrete deliverable. The Bureau of Labor Statistics projects integrated marketing communications jobs to grow between 13 and 32 percent through SBU, There are a variety of highly creative and engaging career opportunities, including a role as a social media manager, media brand manager or art director.
Bonaventure University. Integrated Marketing: What Is It? Integrated Marketing Communications Plan: What is it? Top Communication Traits of Great Leaders. Belch, G. Advertising and promotion: An integrated marketing communications perspective 6th ed. Gleeson, Brent Pinegard, Grace What is IMC? Singh, Pooja Bonaventure University Retrieved from. Leigh Dow concurs. The program can be completed in just 20 months and covers numerous topics critical for advancement in the communication industry, including crisis communication, social media engagement, focus group planning and implementation, survey design and survey analysis, public relations theory, professional writing, and communication ethics.
Call us today at to speak to an admissions advisor, or request more information. Schultz, D. An advertising agency may not be so enthusiastic about developing a creative idea generated by, say, a PR or a direct marketing consultant.
IMC can restrict creativity. No more wild and wacky sales promotions unless they fit into the overall marketing communications strategy. The joy of rampant creativity may be stifled, but the creative challenge may be greater and ultimately more satisfying when operating within a tighter, integrated, creative brief.
For example, image advertising, designed to nurture the brand over the longer term, may conflict with shorter term advertising or sales promotions designed to boost quarterly sales. However the two objectives can be accommodated within an overall IMC if carefully planned. But this kind of planning is not common. A survey in , revealed that most managers lack expertise in IMC. But its not just managers, but also agencies. There is a proliferation of single discipline agencies.
There appear to be very few people who have real experience of all the marketing communications disciplines. This lack of know-how is then compounded by a lack of commitment. How do we communicate? How do customers process information? There are many models and theories.
Simple communications models show a sender sending a message to a receiver who receives and understands it. Real-life is less simple — many messages are misunderstood, fail to arrive or, are simply ignored. The sender creates or encodes the message in a form that can be easily understood or decoded by the receiver. If successful, the audience will spot the message and then decode or interpret it correctly. The single-step model — with a receiver getting a message directly from a sender — is not a complete explanation.
Communications are in fact multifaceted, multi-step and multi-directional. Opinion leaders talk to each other. Customers talk to opinion leaders and they talk to each other. Understanding multiphase communications helps marketers communicate directly through mass media and indirectly through targeting opinion leaders, opinion formers, style leaders, innovators, and other influential people.
How messages are selected and processed within the minds of the target market is a vast and complex question. Although it is over seventy years old, rather simplistic and too hierarchical, a message model, like AIDA, attempts to map the mental processes through which a buyer passes en route to making a purchase.
There are many other models that attempt to identify each stage. In reality the process is not always a linear sequence.
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