Exploring definitional and integrative issues in IMC education
Patel, Amisha M., Xavier, Robina J., & Larkin, Ingrid K. (2004) Exploring definitional and integrative issues in IMC education. In Australia and New Zealand Marketing Academy Conference, December, Wellington, New Zealand.
Integrated marketing communication (IMC) is a major communication development that has influenced practice and education (Gould, Grein, & Lerman, 1999; Kitchen & Schultz, 2003). In the 1990s, advertising and public relations educators were sceptical of IMC’s impact on student knowledge and curriculum design (Gould et al., 1999; Griffin & Pasadeos, 1998). Since that time, although the discipline has advanced, there has been a limited number of IMC studies within education settings. This paper explores how introductory units in an undergraduate IMC major define stakeholders, segmentation, and relationships between disciplines by analysing prescribed texts used as a basis for learning and assessment. Within this localised educational context, results showed a more congruent relationship between IMC and advertising than between IMC and public relations in terms of the definition and segmentation of stakeholders. Further, differences in IMC’s conceptualisation of the nature of its relationships with advertising and public relations were identified. The study recommends educators recognise and discuss these similarities and differences in order to enhance student understanding. Educators could use a range of teaching strategies that depict clear integration practices and involve peers from related disciplines in content development and course design.
Impact and interest:
Citation counts are sourced monthly from and citation databases.
These databases contain citations from different subsets of available publications and different time periods and thus the citation count from each is usually different. Some works are not in either database and no count is displayed. Scopus includes citations from articles published in 1996 onwards, and Web of Science® generally from 1980 onwards.
Citations counts from theindexing service can be viewed at the linked Google Scholar™ search.
Full-text downloads displays the total number of times this work’s files (e.g., a PDF) have been downloaded from QUT ePrints as well as the number of downloads in the previous 365 days. The count includes downloads for all files if a work has more than one.
|Item Type:||Conference Paper|
|Additional Information:||The contents of this conference can be freely accessed online via the conference’s web page (see hypertext link).|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School|
|Copyright Owner:||Copyright 2004 (please consult author)|
|Deposited On:||29 Jan 2008 00:00|
|Last Modified:||29 Feb 2012 13:08|
Repository Staff Only: item control page