Outcome: Promotion: Integrated Marketing Communication (IMC)

What you’ll learn to do: explain how organizations use integrated marketing communication (IMC) to support their marketing strategies

The readings in this section cover seven different marketing communication methods that are commonly used today. This section will help you become familiar with each method, common tools associated with each method, and the advantages and disadvantages of each one.

The specific things you’ll learn in this section include the following:

  • Explain integrated marketing communication (IMC)
  • Explain the promotion mix
  • Describe common marketing communication methods, including their advantages and disadvantages
  • Explain how organizations use IMC to support their marketing strategies