محاضرات في مقياس الإتصالات التسويقية المتكاملة

Abstract

This course manual provides a comprehensive academic framework for the study of Integrated Marketing Communications (IMC), viewed as a key pillar in building relationships between the organization and its audiences, enhancing brand image, and supporting various marketing activities. It aims to equip students with solid theoretical knowledge and practical skills that enable them to understand the structure of the communication process, its tools, and methods of application within the organization, in a contemporary context characterized by digital transformation and communication innovation. The manual explores the nature of communication and its role within organizations, highlighting its importance in coordinating internal and external relationships. It then addresses marketing communication as a strategic mechanism for creating value and strengthening interaction with customers and target audiences. Furthermore, it presents the modern concept of Integrated Marketing Communications (IMC), clarifying its characteristics and components, the philosophy behind integrating traditional and digital communication tools, and the scientific foundations of planning, implementing, and evaluating communication campaigns. The content is structured into three main chapters covering: 1. The concept of communication, its dimensions, and its organizational role within the institution. 2. Marketing communication—its types, strategies, and challenges—along with an analytical discussion of the IMC concept and its evolution. 3. The components of the integrated marketing communications mix, including mass, personal, and digital communication methods, with emphasis on the factors that influence their selection and determine their effectiveness. This manual seeks to develop students’ abilities in analyzing consumer behavior, designing persuasive messages, coordinating communication tools, and optimizing the use of digital media. It also aims to foster critical and creative thinking, teamwork, and problem-solving in marketing contexts. As such, it serves as both a theoretical and practical reference that helps students gain an in-depth understanding of Integrated Marketing Communications and prepares them to apply its principles effectively in real business environments.