Integrated Marketing Communication

The American Business School Paris

Course Description

  • Course Name

    Integrated Marketing Communication

  • Host University

    The American Business School Paris

  • Location

    Paris, France

  • Area of Study

    Communication Studies, Marketing, Peace and Conflict Studies

  • Language Level

    Taught In English

  • Prerequisites

    MKTG 210, MKTG 240 or equivalent

  • Course Level Recommendations


    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • US Credits

  • Recommended U.S. Semester Credits
  • Recommended U.S. Quarter Units
  • Overview

    This course studies the use of promotional tools by business as well as their creation and management.
    The course provides an integrative approach to the study of the promotion mix, including advertising,
    publicity, personal selling, and sales promotion. Topics include an evaluation of the role of promotion in
    marketing and the economy; the formulation and analysis of promotional goals; planning, organizing, and
    controlling the promotion function; creative planning; and budgeting and media selection.
    • Apply the key terms, definitions, and concepts used in integrated marketing communications.
    • Conduct and evaluate marketing research and apply these findings to develop competitive and positioning strategies and to select the target audience(s) for the IMC campaign plan.
    • Examine how integrated marketing communications help to build brand identity and brand relationship, and create brand equity through brand synergy.
    After completing the course successfully, students should be able to:
    • Choose a marketing communications mix to achieve the communications and behavioural objectives of the IMC campaign plan.
    • Develop an integrated cross-media strategy and creative message and concept to reach the target audience and deliver the brand promise through an IMC campaign.

Course Disclaimer

Courses and course hours of instruction are subject to change.

Eligibility for courses may be subject to a placement exam and/or pre-requisites.

Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.

Please note that some courses with locals have recommended prerequisite courses. It is the student's responsibility to consult any recommended prerequisites prior to enrolling in their course.


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