Critical issues to understanding IMC in the future: an academic and practitioner developed integrated marketing communications curriculum for the 21st century

Abstract

The Delphi technique is applied to establish which concepts and issues prominent communications industry practitioners deem vital to the make-up of a leading edge Masters level subject in marketing communications. The outcomes of the study are twofold. Firstly, it identifies and ranks a series of issues and concepts that experts regard critical to understanding and implementing IMC in the future. Secondly, it provides substantive insight into the way in which a Delphi process can contribute to knowledge that is crucial to the development of a contemporary, vocationally relevant Integrated Marketing Communications course