Cyprus International University Course Portal

This course explores the principles and strategies of Integrated Marketing Communications (IMC), emphasizing the coordination of advertising, promotion, and digital marketing efforts. Based on Integrated Advertising, Promotion, and Marketing Communications (9th Edition) by Clow & Baack, it covers IMC foundations, brand management, consumer behavior, and campaign planning. Students will learn to develop and execute advertising strategies, leverage traditional and digital media channels, and implement promotional tools such as public relations, sales promotions, and sponsorships. The course also examines ethical considerations, regulatory frameworks, and methods for evaluating IMC effectiveness.

The Marketing Capstone Course is a culminating academic experience designed to integrate and apply the theoretical knowledge and analytical skills acquired throughout the marketing curriculum to real-world business challenges. The course emphasizes strategic thinking, data-driven decision making, and ethical considerations in contemporary marketing environments.

Students work individually or in teams on comprehensive marketing projects that require market analysis, consumer insight generation, competitive assessment, and the development of actionable marketing strategies. Using real companies, industries, or case-based simulations, students design integrated marketing plans that address product, pricing, distribution, and promotion decisions within dynamic global and digital contexts.

The course strengthens students’ abilities in critical thinking, problem solving, professional communication, and strategic planning. By bridging academic theory and managerial practice, the Marketing Capstone Course prepares students for professional careers in marketing, consultancy, entrepreneurship, and graduate-level study.