NMC553 : Integrated marketing communication / College of Creative Arts

The course aims to prepare students to apply the techniques of marketing communications to launching, building and nurturing branded products – both manufactured goods and services. The fourth P of marketing – Promotions – has metamorphosed in the past two decades to encompass a variety of activities and communication techniques. It is now termed ‘Marketing Communications’ and goes much beyond one-way communications such as advertising. In the hyper-competitive marketplace of today, Marketing Communications have a critical role to play in the success of brand marketing. Even the best of products cannot succeed in the marketplace without strategic support from marketing communication activities. New techniques for customer contact and involvement have evolved. New media are available. There is increasing emphasis on evaluating marketing communication activities on a regular basis to ensure financial accountability. It is no longer enough to advertise using mass media, with the occasional promotional offer to achieve quarterly sales targets. The focus is on ‘Consumer Connect’, with successful brands making the best use of every consumer ‘Touch Point’ to involve the prospective buyer, to start a dialogue and take it further.