The paper “ Direct Marketing, Social Media, Owned Assets, Sales Promotion, Public Relations, and Paid Ad as Parts of Integrated Marketing Communication" is a delightful example of a literature review on marketing. According to (Clow & Baack, 2012) IMC is a collective term applied in the market campaign which uses both traditional and non-traditional elements of communication to ensure that communications and messaging strategies remain uniform across all channels and that the customer is the focus. IMC is preferred due to its synergistic nature; the strong medium supports the weak medium.
IMC uses different marketing disciplines applied in the market mix such as direct marketing, social media, owned assets, sales promotion, public relations, and paid advertising see figure 1. Manning & Barry, (1998) say an organization, institution, individual or business lists down marketing strategies to use depending on the business objectives and targets. Combining different marketing strategies ensures that there is maximum communication impact; consistency and clarity at a given time. The information is executed to achieve a specific brand target. For effective results in using IMC, the marketer needs to understand the strength of each channel of communication and the right message to pass through regarding the products.
Some of the common messages include opportunities (bonuses and or discounts), production, the creativity of the product and cost (Fill, 2002). This research looks into IMC at Melbourne University. Melbourne UniversityMelbourne University is the second oldest public university in Australia established in 1853 after Sydney University. It commenced education and research platform with sixteen students, four facilities and four professors. It focuses majorly on rendezvous, teaching, learning, and research in a number of disciplines. It has maintained consisted of performance and practice.
This fact has seen the university ranked among the best campuses internationally number 28 as per (Times Higher Education World University Rankings, 2012-2013). It has held the first position in Australia for decades in reference to cultural, economic and social contributions, research and teaching achievement. The University has an extensive international connection that has seen the university rank first in an international cluster within higher education in the region of Asia-Pacific and outside. The academia has grown up to seven campuses across Melbourne, the Parkville, and the rural victoria.
Today, the campus has over 47,000 students and over 6500 staff. In addition, the institution offers 270 graduate courses and 11 undergraduate degrees. The university has excellent governance and leadership structure. The structure runs from the bottom Emeriti, University council, academic Board, Senior Executives, and Vice-Chancellor http: //www. marketing. unimelb. edu. au/. Melbourne University and IMCClow & Baack, (2012) adds that, since IMC came into place in the late 1980s it has received many changes and backing by different principles. This fact has made the world of business competitive and convenient.
IMC has seen all-round turn over of businesses in the 21st century. As a matter of fact what a person can get from next door can as well get it 1000 miles away efficiently, effectively and timely and a reasonable cost. It is this fact that Melbourne's institution is always on its toes to ensure what they pass to the consumer is not only targeting the stakeholders within the nation but also outside. The university aims at promoting its brand to always outstanding in the world of education and research in higher education as the leader.
To do this, departmental collaboration is vital. The promoting team ensures they deliver engagement and strategic marketing programs. In order to support the engagement program of the university, the team offers advice and services and manages the brand. Following this fact, the university websites http: //www. marketing. unimelb. edu. au/ is filled with rich materials that the university staff can access to get assistance in regards to procedures, guidelines, services and tool they need for their communications and marketing activities.