A New Framework for IMC Planning

Over the last 30 years, our understanding of Integrated Marketing Communication (IMC) and how to apply it has been slowly approaching a consensus. However, the same cannot be said about how to teach IMC. In particular, there seems to be an opportunity in exploring a well-established and up-to-date I...

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Bibliographic Details
Published in:Journal of marketing communications 2024-02, Vol.30 (2), p.201-220
Main Authors: Kliatchko, Jerry, Uttamchandani, Roshan
Format: Article
Language:English
Subjects:
agile marketing
IMC
IMC education
IMC planning framework
industry academia gap
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Summary:Over the last 30 years, our understanding of Integrated Marketing Communication (IMC) and how to apply it has been slowly approaching a consensus. However, the same cannot be said about how to teach IMC. In particular, there seems to be an opportunity in exploring a well-established and up-to-date IMC planning framework that is catered towards teaching. This paper proposes a new IMC planning framework with the dual purpose of being useful for both teaching and industry practice, thus bridging a gap between industry and academia. The framework proposed here has the added benefits of synthesising the most important aspects of IMC, simulating industry conditions in an educational context, and being agile.
ISSN:1352-7266
1466-4445
DOI:10.1080/13527266.2023.2275146