Read the Required Learning Resources

Master in mareting

Module Integrated Marketing Communications

Subject Assessing how a company employs integrated marketing communications

Imagine a large organisation with a large marketing strategy focussed only on public relations and television advertising. How much of an audience might this organisation lose without incorporating social media? Today’s organisations must have a strategy for integrating various marketing communication channels in order to increase visibility and, therefore, build a relationship with a larger customer base.

To prepare for this assignment:

• Read the Required Learning Resources (please find attached file and below references) .
• Reflect on the purpose and role of integrated marketing communications for organisations.
• Consider the value of integrated marketing communications to different types of organisations.
• Undertake some desk research.

To complete this arraignment:

, in an approximately 500-word response, address the following issues:

• Identify an organisation of your choice.
• Describe the promotional and advertising elements that your chosen organisation uses to reach its audience.
• Discuss how the activities that you identified above contribute towards a coordinated and integrated message for customers.

When writing your responses, you should synthesise the theory with real-world experience. Also, use examples of the theories in action in a real organisation about which you have read or one in which you have worked.

Be sure to read over your assignment before submitting it to your Instructor. Make sure the spelling and grammar are correct and the language, citing and referencing you use when providing your opinion are appropriate for academic writing.

Clow, K.E. & Baack, D.E. (2015) Integrated advertising, promotion, and marketing communications. Global ed./7th ed.New York: Pearson Education Limited.

Chapter 1, ‘Integrated marketing communications’, pp.22-43

Chapter 2, ‘Brand management’, pp.44-73

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Chen, K.J., Chen, M L., Liu, C.M. & Huang, C.J. (2015) ‘Integrated marketing communication, collaborative marketing, and global brand building in Taiwan’, International Journal of Organizational Innovation, 7 (4), pp.99-107.

Use the University of Liverpool Online Library to find this article.

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Kitchen, P.J., Kim, I. & Schultz, D.E. (2008) ‘Integrated marketing communications: practice leads theory’, Journal of Advertising Research, 48 (4), pp.531-546.

Use the University of Liverpool Online Library to find this article.

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Media (Required)

Barker, B. (2010) Integrated digital marketing communications [Video]. London: Henry Stewart Talks. Available from: http://hstalks.com.ezproxy.liv.ac.uk/main/view_talk.php?&& (Accessed: 20 August 2015).

Note: The approximate length for this media piece is 80 minutes.

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Kitchen, P.J. (2012) Integrated marketing communications [Video]. London: Henry Stewart Talks. Available from:http://hstalks.com.ezproxy.liv.ac.uk/main/view_talk.php?&& (Accessed: 20 August 2015).

Note: The approximate length for this media piece is 39 minutes.

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