Integrated Marketing Communications At University Of Ghana
The main objective of the course is to provide students with the requisite knowledge and skills that
will enable them apply the concepts and theories of integrated marketing communications planning
within different organisational set-ups. Thus, the course is designed to equip students with the
concept of IMC, its evolution, importance, benefits, and barriers to integration. The semester’s
programme covers a very broad field of the subject including a conceptual framework of the
marketing communication process, the processes of integration, IMC planning and implementation,
building and sustaining positive brand and corporate image and the importance of developing
corporate mission statements in charting an effective communication path for the organisation.
Marketing concepts like market segmentation, audience targeting and positioning strategies will
extensively feature in the programme.