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Integrated marketing communications

Unit Code: MKO5926

Duration: 6 weeks

Contact Hours: 20-24 hours of study per week

Credit Points: 6


Integrated marketing communications utilises industry based and theoretical frameworks and processes to prepare an integrated marketing communications plan. The plan will focus on realistic integrated marketing communication objectives and targeting, demonstrating the use of individual and integrated strategies. Tactics relating to marketing communications, message and media decisions will also be recommended and justified. Influences affecting the efficient achievement of integrated marketing communication objectives including budget, resource allocation, project management and environmental pressures will be evaluated. Broader marketing communication industry issues, offering insight and analysis based on research will be assessed, taking into account ethics and measurement.