Marketing Communications

Lynne Eagle is Adjunct Professor at the University of Canterbury, New Zealand and at Charles Darwin University, Australia.

Marketing communication is a dynamic industry, which continues to change and adapt to new technologies, media consumption patterns and communication interfaces between marketers and their target markets.

1. Marketing communications as a strategic marketing tool 2. Introducing communication 3. Ethical issues and current challenges 4. Analysing the integrated marketing communications environment 5. Creativity and creativity tactics 6. The IMC client-agency relationship 7. IMC and branding 8. Traditional media 9. Electronic, new and social media 10. Emerging, hybrid media and experiential marketing 11. Integrated campaign development: Advertising 12. Integrated campaign development: Sales promotion 13. Integrated campaign development: Direct and database marketing, outdoor and point of purchase 14. Integrated campaign development: marketing PR and sponsorship 15. Integrated campaign development: Personal selling and sales management, retail key account liaison, exhibitions and shows 16. Marketing Communications for not-for-profit audiences: Social marketing and political marketing 17. Marketing communications in a global marketplace 18. Evaluation and control: Evidence of effectiveness and the challenge of measuring return on investment