Integrated Marketing Communications and Advertising

About this course

Master advertising and integrated marketing communications (IMC) from strategy to execution. Learn how brands create impactful campaigns across digital and traditional media. This course provides a comprehensive understanding of marketing communication, consumer behavior, advertising strategy, and media planning. You will explore key models like AIDA, DAGMAR, ELM, and FCB while learning how to develop creative campaigns and select effective media channels. From understanding target audiences to executing full-scale advertising campaigns, this course equips you with practical skills used in the industry. You’ll also gain insights into advertising agencies, campaign development, and modern media platforms including digital, broadcast, and print. By the end of the course, you will be able to design, implement, and evaluate integrated marketing campaigns with confidence.

Course objectives

• equip students with practical skills in marketing communication
• provide insights into the advertising industry
• cultivate the ability to design and evaluate marketing campaigns