• Dr. Rodaina Abdelsalam

• N/A

The main aim of studying this course is to prepare the students for understanding the integrated marketing communications program, and new trends. The elements involved in a corporation’s image. The trends that affect the buyers’ behavior. The importance of e-commerce and mobile marketing Use of database marketing to enhance relationship with customers, and adapting it to international settings.

Integrated Marketing Communications Brand Management Buyer Behaviors Alternative Marketing Digital Marketing Database and Direct Response Marketing and Personal Selling

Written Exams 80 Marks 80% Quizzes 5 Marks 5% Group presentation 5 Marks 5% Case Studies 10 Marks 10%

Clow et al. (2016) Integrated Advertising, Promotion and Marketing Communications 7th Ed., Pearson Education Limited

Pickton et al. (2005) Integrated Marketing Communications, 2nd Ed. Pearson Education Limited Journal of Marketing Communication, Boscobel, J&M, Egyptian knowledge bank