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Sunderland Repository records the research produced by the University of Sunderland including practice-based research and theses.

An Evaluation of Integrated Marketing Communications Education: Considerations, Contradictions and Conclusions

Dixon-Todd, Yvonne and Hall, Lynne (2017) An Evaluation of Integrated Marketing Communications Education: Considerations, Contradictions and Conclusions. In: Academy of Marketing Conference 2016, 4-7 July 2016, University of Northumbria. (Unpublished)

Item Type: Conference or Workshop Item (Paper)

Abstract

This working paper explores the experiences of academic staff teaching Integrated Marketing Communications (IMC) and postgraduate students studying IMC in the business school environment. This paper is part of a wider doctoral study with the following question, ‘to what extent are current IMC academic practices meeting the needs and expectations of key stakeholders’, The full study will be answered through exploring: How IMC is delivered within postgraduate education in the UK; The experiences of postgraduate students studying IMC; The needs and expectations of key academics, employers within the marketing communications industry and professional bodies. This working paper details the preliminary findings of focus groups with students studying IMC and interviews and a focus group with academic staff teaching the subject.

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More Information

Depositing User: Yvonne Dixon-Todd

Identifiers

Item ID: 7296
URI: http://sure.sunderland.ac.uk/id/eprint/7296
Official URL: https://www.academyofmarketing.org/conference/conf...

Users with ORCIDS

ORCID for Yvonne Dixon-Todd: ORCID iD orcid.org/0000-0002-8725-6302
ORCID for Lynne Hall: ORCID iD orcid.org/0000-0001-5090-1980

Catalogue record

Date Deposited: 03 Jul 2017 13:12
Last Modified: 03 May 2023 03:30