Integrated Marketing Communications

The University of Sheffield (TUOS)

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Integrated Marketing Communications Overview

Lecture notes

Integrated Marketing Communications Overview
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3

April 2023

2022/2023
The lecture notes provide an introduction to Integrated Marketing Communications (IMC) theory, a marketing approach that emphasizes the importance of coordinating all marketing communication efforts across various channels to create a unified message that resonates with consumers. The notes cover the key theories underpinning IMC theory, including branding theory, communication theory, and customer relationship management theory. In addition, two UK examples of good IMC practice, Coca-Cola's "...
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Integrated Marketing Communications

The University of Sheffield (TUOS)

Integrated Marketing Communications Overview