Course: Marketing Management, Section: TOPIC 10 - INTEGRATED MARKETING COMMUNICATIONS STRATEGY

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Marketing Management
Welcome to Marketing Management – Module BM4403.

This module, BM4403 presents the knowledge and understanding about the importance of marketing management in companies. It imparts the concepts and principles involved in marketing of the company’s products and services and enabling the company to gain competitive position in the market.

The marketing function plays an important role in the sense that it is in contact with the external environment and acquires the necessary information for the development and improvement of the company’s operations and processes in order to attain the stability with the environment. It is the only function that brings in the financial returns to the company for the continuous operations of the other functions to provide the support to the marketing function.

I truly hope that, like your predecessors, you will enjoy the module and find that our ‘discussions’ enhance your understanding of the marketing management process.

TOPIC 10 - INTEGRATED MARKETING COMMUNICATIONS STRATEGY
INTRODUCTION
Modern marketing calls for more than developing a good product, attractive price, and accessibility to target customers. Companies must also know how to communicate effectively with present and potential customers, stakeholders as well as with the general public. In the past, a number of terms have been used in the field of marketing communications, the most common of which appear to be ‘advertising’ and ‘promotion’. These two words helps define what marketing and communications entail, namely the pushing forward of products or services and the turning if the consumer towards the product or service. Once these two elements are met there is a chance of a sale.

LEARNING OUTCOMES
After studying this lesson, you should be able to:

1.       Explain the role of marketing communication

2.       Describe the communication mix

3.       Discuss the major steps in developing effective communications

4.       Enumerate the integrated marketing communications elements and tools
- LEARNING RESOURCES IN TOPIC 10
- Reading Material - Topic 10 Folder
- Watch this Video on the Integrated Marketing Communication Strategy
- KNOWLEDGE CHECK ACTIVITIES
- DISCUSSION ON TOPIC 10 Forum

Calendar

◄ | February 2026 | ►
Monday	Tuesday	Wednesday	Thursday	Friday	Saturday	Sunday
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