Nanyang Technological University

Nanyang Business School

Nanyang Business School - Undergraduate Programmes

Course Description

BM214 / BM2504 Integrated Marketing Communications

Acad Unit: 4
Pre-requisite: NA

Course Description:

Communication with the market is an important activity for many businesses and organizations. It is also relevant to us as consumers because we are exposed to hundreds of messages from marketers every day.

This course is concerned with the development, implementation and evaluation of marketing communication activities.  The course primarily takes the marketer’s perspective, requiring you to consider and critically evaluate factors influencing both the design and implementation of comprehensive, integrated marketing communication (IMC) programs.  In this course, we regard IMC as a system of thinking, processes and coordinated activities driven by the marketer’s objectives. Adopting a global perspective, we draw illustrative examples and cases from different parts of the world and discuss issues faced by marketers in conducting IMC programs across countries.

The course is designed to foster your logical thinking and creativity regarding IMC.  Although this course is oriented towards practice, we still cover theories and concepts essential to your understanding of marketing communication (marcom) practices (e.g., how they work and their applicability).  Learning these theories and concepts is also important because they facilitate you to choose and justify your choice and design of marcom activities.

Instead of treating IMC as a set of stand-alone tools or activities, the course regards it as a blended mix of coordinated activities.  The course put roughly equal emphasis on both traditional marcom tools (e.g., advertising and sales promotion) and non-traditional tools (e.g., search engine marketing and social media marketing).  The course compares the similarities and differences of these tools, and discusses how they can work together for achieving the marketer’s objectives.  While non-traditional marcom tools catch marketers’ attention nowadays, traditional marcom tools are indispensable for particular purposes and under certain circumstances.