Integrated Marketing Communications

Module Leader Prof. Rasha Hussein Abdel Aziz Mostafa

dr.rasha.h.mostafa@business.asu.edu.eg

Textbook Integrated Advertising, Promotion and Marketing Communications:

Clow, K. and Baack, D. 8th edition, Global Edition, Pearson

Students are strongly advised to access both the text and the reading list websites for learning
materials including questions, exercises, internet applications and multiple-choice questions.
That would be essential for scoring a good grade. Students are also responsible for additional
material discussed in class.

Module Objectives and Learning Outcomes

1. Understand the integrated marketing communication concept and explain the

communication process
2. Recognize how IMC helps build brand identity and create brand equity through brand
synergy
3. Introduce key terms, definitions, concepts, current theories and practices used in
Integrated Marketing Communications (IMC).
4. Explore the use of main promotional tools of advertising, digital marketing, social media,
personal selling, sales promotions, public relations and sponsorship programs
5. Equip students with frameworks to critically assess marketing communications’
campaigns.

Grading Policy

30% Mid-term exam

60% Final Exam
10% Semester work that includes and not limited to (attendance (physically and online),
participation (physically and online), assignments, quizzes, project)

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Course Structure

Week One Commencing 30 September to 5 October 2023

Chapter One: Integrated Marketing Communication
1.1 How does communication take place?
1.2 What is an integrated marketing communications program?
1.3 What trends are affecting marketing communications?
1.4 What are the components of an integrated marketing communications program?
1.5 What is meant by GIMC?

Week Two Commencing 7 to 12 October 2023

Chapter Two: Brand Management
2.1 How does a brand’s image affect consumers, other businesses, and the company
itself?
2.2 What are the different types of brands and brand names?
2.3 What are the characteristics of effective logos?
2.4 What elements are involved in identifying, creating, rejuvenating, or changing a
brand’s image?
2.5 How are brands developed, built, and sustained in order to build brand equity and
fend off perceptions of brand parity?
2.6 What current trends affect private brands?
2.7 How can packaging and labels support an IMC program—domestically and in
foreign settings?
2.8 How are brands managed in international markets?

Week Three Commencing 14 to 19 October 2023

Chapter two continued

Week Four Commencing 21 to 26 October 2023

Chapter Three: Buyer Behavior
3.1 What elements are involved in internal and external information searches by
consumers, as part of the purchasing process?
3.2 What three models explain how individuals evaluate purchasing alternatives?
3.3 What trends are affecting the consumer buying environment?

Week Five Commencing 28 October to 1 November 2023

Chapter Five: Advertising Campaign Management
5.1 Why is an understanding of advertising theories important in the advertising
management process?
5.2 What is the relationship of advertising expenditures to advertising effectiveness
5.3 When should a company employ an external advertising agency rather than
completing the work in-house?
5.4 How do companies choose advertising agencies?
5.5 What are the primary job functions within an advertising agency?
5.6 What are the advertising campaign parameters that should be considered?
5.7 How does a creative brief facilitate effective advertising?

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Week Six Commencing 4 to 9 November 2023
Chapter Five: Continued

Week Seven (Mid-Term Exam) Commencing 11 to 16 November 2023

Week Eight Commencing 18 to 23 November 2023

Chapter Eight: Digital Marketing

8-1 What is digital marketing?
8-2 How has the transition to Web 4.0 affected the field of marketing
communications?
8-3 How can e-commerce programs and incentives build a stronger customer base and
overcome consumer concerns at the same time?
8-4 How do mobile marketing systems enhance digital marketing programs?
8-5 What digital strategies do marketing professionals employ?
8-6 What types of web advertising can companies use to reach consumers?
8-7 What is a search engine optimization strategy?

Week Nine Commencing 25 to 30 November 2023

Chapter 8: Continued

Week Ten Commencing 2 to 7 December 2023

Chapter 9: Social Media
9.1 What constitutes a social network?
9.2 What are the unique characteristics of the primary social media website?
9.3 What is the nature of social media marketing?
9.4 Which social media marketing strategies do companies employ?

Week Eleven Commencing 9 to 14 December 2023

Chapter12: Sales Promotions

12.1 What differences exist between consumer promotions and trade promotions?
12.2 How can the various forms of consumer promotions help to pull consumers into
stores and push products onto the shelves?
12.3 How do different types of customers respond to consumer promotions?

Week Twelve commencing 16 to 21 December 2023 Project Presentations

Reading List and Web Sites

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 • Reading from the current textbook Clow and Baack, 8th edition
Chapter 4: The IMC Planning Process
Chapter 7: Traditional Media Channels
Chapter 10: Alternative Marketing
Chapter 11: Data Base and Direct Response Marketing and Personal Selling
Chapter 13: Public Relations and Sponsorship Programs
Chapter 14: Regulations and Ethical Concerns
Chapter 15: Evaluating an Integrated Marketing Program

• Belch, G. and Belch, M. Advertising and Promotion: An Integrated Marketing

Communications Perspective, 11th edition, 2018, Mc-Graw-Hill

• https://www.pearsonmylabandmastering.com/global/mymarketinglab/

Classroom Courtesy
Mobile phones should be switched off. Orderly and productive class discussion are encouraged.
Students are expected to attend on time. If so and must enter class late, they should do so as
quietly as possible. If students have any general enquiries, they should discuss them with the
Doctor after class or during appointed time. Side discussions are not acceptable, students are
expected to behave professionally, respectably, and maturely.

Final Note
All assignments should be submitted on due date.