A New Framework for IMC Planning

Abstract

ABSTRACTOver 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.KEYWORDS: IMCIMC educationIMC planning frameworkindustry academia gapagile marketing Disclosure statementNo potential conflict of interest was reported by the author(s).Additional informationNotes on contributorsJerry KliatchkoJerry G. Kliatchko, Ph.D., is a Doctor of Public Communication from the University of Navarra in Pamplona, Spain. He was Vice President for Academic Affairs and Corporate Communications of the University of Asia & the Pacific from 2004 to 2010. He is currently the Dean of the UA&P School of Media and Marketing. Dr. Kliatchko began the graduate program in Integrated Marketing Communication (IMC) of UA&P in 1997. In 2005, he initiated the Asia Pacific Tambuli Awards, the pioneer global advertising award show on effective brand purpose, honoring brands that do well by doing good. He teaches two subjects in the IMC program at UA&P, namely, IMC Principles, and IMC Cases. His publications include journal articles that examine the theory and practice of IMC.Roshan UttamchandaniRoshan Uttamchandani is an instructor and researcher from the School of Media and Marketing at the University of Asia and the Pacific (UA&P), teaching two courses: Principles of Marketing and Asian ShowBiz. He earned his Bachelor of Arts in the Humanities in 2018 and his Master of Arts in Communication Major in Integrated Marketing Communication in 2020 from UA&P, graduating both cum laude. Roshan also represented the Philippines at the Cannes Lions Roger Hatchuel Academy and Google Creative Campus in 2020, and is the COO and co-founder of 17B Marketing Consulting, Inc. Currently, he is doing his Ph.D. in Philosophy at De La Salle University Manila.