Course Title : Integrated Marketing Communication
Course Code : PMK3183

Learning Outcome :
Upon successful completion of the module students will be able to:
CO1. Describe the concept of IMC and its importance in planning promotional
CO2. Understand the marketing process and the role of media in the development and
implementation of IMC program.
CO3. Explain the use of direct marketing and the role of internet and interactive media
in an IMC program.
CO4. Relate the role of sales promotion, public relation, publicity and corporate
advertisement in promotional mix.
CO5. Describe the role of personal selling in the IMC programs.

Assessment :
Method Percent
Continuous Assessment
Assignments: 10%
Quizzes: 10%
Group Project: 20%
Test 1/Mid Term: 10%
Test 2: 10%
Summative/Final Assessment
Final Examination 40%
TOTAL 100%

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