In search of a theory of integrated marketing communication

Schultz, Don, Kerr, Gayle F., Kim, Ilchul, & Patti, Charles (2007) In search of a theory of integrated marketing communication. Journal of Advertising Education, 11(2).

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For the most part, the literature base for Integrated Marketing Communication (IMC) has developed from an applied or tactical level rather than from an intellectual or theoretical one. Since industry, practitioner and even academic studies have provided little insight into what IMC is and how it operates, our approach has been to investigate that other IMC community, that is, the academic or instructional group responsible for disseminating IMC knowledge. We proposed that the people providing course instruction and directing research activities have some basis for how they organize, consider and therefore instruct in the area of IMC.

A syllabi analysis of 87 IMC units in six countries investigated the content of the unit, its delivery both physically and conceptually, and defined the audience of the unit. The study failed to discover any type of latent theoretical foundation that might be used as a base for understanding IMC. The students who are being prepared to extend, expand and enhance IMC concepts do not appear to be well-served by the curriculum we found in our research. The study concludes with a model for further IMC curriculum development.

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ID Code: 26211
Item Type: Journal Article
Refereed: Yes
Additional Information: Access to the accepted manuscript version is currently restricted pending permission from the publisher. For more information, please refer to the journal’s website (see Official URL) or contact the author.
Keywords: Integrated Marketing Communication, Curriculum Design, Integrated Marketing Communication Theory, IMC Theory
ISSN: 1098-0482
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2007 Journal of Advertising Education
Deposited On: 09 Jul 2009 01:48
Last Modified: 29 Feb 2012 13:38

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