Subject

Integrated Marketing Communications

How organisations plan, coordinate and evaluate marketing communications — the communication process, media selection and planning, branding, budgeting, agencies, campaign strategy, promotional tools, digital communications and measurement.

What this subject covers

Covers the ZIM Level 4 Integrated Marketing Communications syllabus. Learners study the nature and benefits of IMC, the communication process, the communication tools, and media selection and planning across print, outdoor, broadcast, cinema and digital media. Later topics cover product and corporate branding and identity, promotional budgeting, international communications, advertising agencies and briefs, communication strategy, push, pull and profile strategies, message and creative strategy, campaign design and pre-testing, sales promotion, sponsorship, packaging, PR, digital communications and campaign evaluation.

Lesson topics

Marketing Communications: Nature, Objectives and Justification
IMC Benefits, Barriers and Organisational Integration
The Communication Process, Feedback and Customer Interpretation
Communication Tools, Personal Selling, Direct Marketing and ICT Integration
Media Selection, Audience Fit and Ethical and Legal Screening
Print and Outdoor Media: Design, Placement and Trade-offs
Broadcast, Cinema and Digital Media in an Integrated Mix
Media Planning, Buying, Inter-Media Decisions and Synergy
Product Branding, Corporate Branding and Brand Equity
Corporate Identity, Brand Visibility and Customer Experience
Promotional Budgeting Methods and Their Evaluation
Budget Size, Allocation, Costing and Financial Control
Standardisation, Adaptation and Cross-Cultural Communication
International Research, Media, Campaign Management and Agencies
Advertising Agencies: Types, Capabilities and Resourcing Choices
Agency Selection, Remuneration and Commercial Evaluation
Advertising Briefs, Agency Proposals and Approvals
Client–Agency and Media Relationships and Influencer Governance
Strategy Levels, Objectives and the Communications Plan
Segmentation, Targeting and Positioning for Communications
Push, Pull, Profile and Relationship Communication Strategies
Internal Marketing, Employee Communication and Brand Delivery
Message Strategy, Appeals and Creative Execution
Advertising Campaign Design, Pre-Testing and Implementation
Sales Promotion and Sponsorship: Design and Integration
Packaging, Point-of-Purchase Communication and Exhibitions
Public Relations, Media Interviews and Press Release Writing
Digital and Virtual Marketing Communications and Responsible Data Use
Communications for Consumers, Industrial Buyers, Services and SMEs
Campaign Evaluation, Measurement Challenges and Integrated Case Analysis

CPD advantage: Completing this subject may qualify for Continuous Professional Development (CPD) points with your professional body — check with them for recognition.

Fees

Course fee K600.00

Assessment fee Not applicable — no assessment

Total amount to pay K600.00

Save K1,000.00 by bundling

Pay K3,800.00 for all 8 subjects in ZIM Marketing Level 4 instead of K4,800.00 — assessment fees included, no extra payment. View the programme.

30 lesson topics

No assessment at present. This subject is currently study-only: you get the full lessons, but there is no assessment to take, so it doesn't lead to a certificate for now.

Remember: you must apply for a minimum of 2 subjects in total.

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