This course will introduce fundamentals of Integrated Marketing Communications. Participants will learn how to apply the integrated marketing communication planning process and examine the role of integration to ensure consistency of creative strategy and complementary use of traditional and digital media. 

After the course, participants will be able to: 

• Identify the roles and principles of marketing communication 
• Explain the steps to build a marketing communication strategy 
• Plan the implementation of a marketing communication strategy 
• Describe the way to assess the effectiveness of a marketing communication strategy