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Learning Outcomes

• Critically evaluate the theories and frameworks of Integrated Marketing Communications.
• Explain the relationships between messages, tools, and media and how they can be approached from an Integrated Marketing Communications perspective.
• Accurately, clearly, and appropriately communicate, argue and counter-argue information, attitude, and ideas.

Task

• Building “brand trust” using intangible benefits of communication
• Consumer behavior shifts during the pandemic and changes that have been retained
• Engaging with audiences on their terms, preferences, and communication needs to facilitate the consumer journey.
• Aligning all brand functions, and parties’ interests to enable IMC within media planning.

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