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Promotion and Integrated Marketing Communication

Chapter Introduction Video 

Lecture Video 1

Purpose of IMC

The Touch Point Wheel: A Comprehensive View of Customer Interactions

Key Elements of the Touch Point Wheel

Importance in IMC

The Communication Process

Lecture Video 2

The AIDA Model

The Promotion Mix

Components of the Promotion Mix

Advertising

Lecture Video 3

Public Relations

Lecture video 4

Personal Selling

Lecture Video 8.6

Sales Promotion

Direct Marketing

Lecture video 8.7

Digital Marketing

Developing an Effective Integrated Marketing Communication Strategy

Campaign Approach

Lecture Video 9

Factors to Consider When Selecting the Promotion Mix

The Role of CRM Systems in an Effective IMC Strategy

Lecture video 10

Chapter Summary Video 

Knowledge Check

Welcome to 'Integrated Marketing Communication for Customer Engagement,' a comprehensive course designed to transform how you connect with your audience. In today's hyper-competitive digital landscape, delivering a consistent, unified message across all channels is no longer optional—it is essential for brand survival and growth.

Welcome to 'Integrated Marketing Communication for Customer Engagement,' a comprehensive course designed to transform how you connect with your audience. In today's hyper-competitive digital landscape, delivering a consistent, unified message across all channels is no longer optional—it is essential for brand survival and growth. This course dives deep into the core principles of Integrated Marketing Communication (IMC), equipping you with the strategic frameworks needed to build lasting, profitable customer relationships.

Throughout this journey, you will explore the fundamental purpose of IMC and master the Touch Point Wheel to gain a 360-degree view of customer interactions. We will break down the communication process and the renowned AIDA model, ensuring you understand exactly how to capture attention, maintain interest, create desire, and drive action. 

Beyond the basics, you will discover the intricacies of the Promotion Mix, exploring the unique advantages of advertising, public relations, personal selling, sales promotion, direct marketing, and digital marketing. Finally, you will learn how to develop a cohesive, campaign-driven IMC strategy, evaluate crucial factors for selecting your promotion mix, and leverage Customer Relationship Management (CRM) systems to maximize engagement. Whether you are a marketing professional looking to sharpen your skills or a business owner aiming to unify your brand voice, this course provides the actionable insights you need to succeed.

Chapter 8: Integrated Marketing Communication for Customer Engagement

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            <p>Effective marketing relies on delivering a unified, consistent message across all channels to build strong relationships with audiences. This course explores the fundamental principles of Integrated Marketing Communication (IMC) and how it serves as the backbone for meaningful customer engagement. By examining the communication process and the AIDA model, learners will understand how to guide consumers from initial awareness to decisive action. A central focus is placed on the Touch Point Wheel, providing a comprehensive view of every interaction a customer has with a brand and ensuring that no opportunity for connection is missed.</p>

<p>Beyond the foundational theories, this comprehensive curriculum delves into the practical components of the promotion mix, including advertising, public relations, personal selling, sales promotion, direct marketing, and digital marketing. Learners will discover how to strategically blend these elements to create cohesive, impactful campaigns tailored to specific target audiences. Furthermore, the course highlights the critical role of Customer Relationship Management (CRM) systems in tracking and optimizing these efforts. By evaluating the key factors involved in selecting the right promotion mix, participants will be equipped to design and execute an effective IMC strategy that drives sustained customer loyalty and business growth.</p>
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