MKTG2000 - Integrated Marketing Communications Notes

Description

These notes are combined lecture slides, notes taken during the lecture and personal research taken throughout the semester. Key definitions are bolded and acronyms/letters are used help to remember key blocks of information. Key slides highlighted during the lectures are also shown with an asterisk. Each chapter is started on a new page for ease of printing. Chapters covered: Week 1 - Chapter 1: Integrated Marketing Communication – How Marketing Communication Evolved and Chapter 2: Planning for IMC Week 2 – Chapter 4: Consumer Behaviour and Chapter 7: Establishing objectives and budgeting for the IMC program Week 3 – Chapter 5 and Chapter 6: How Do We Communicate Week 4 - Chapter 8 and Chapter 9: Message Strategy and Execution Week 5 – Chapter 11, Chapter 12 and Chapter 13: Media – Strategy and choices (not covered in mid-semester test) Week 6 – Mid-semester test Week 7 – Chapter 15: Digital and Social Media Week 8 – Chapter 14: Direct Marketing and Chapter 22: Personal Selling Week 9 – Chapter 16: Public Relations and Chapter 17: Sales Promotion Week 10 – Chapter 18: Measuring the effectiveness of the IMC program Week 11 – Presentations I received an overall mark of 88% for this unit including 38/40 in the mid-semester test and 41/45 in the exam.