Master in Communication-Marketing (208) from Paris-Dauphine University

The Master in Communication-Marketing (208) fromParis-Dauphine University develops the "IMC" approach (for Integrated Marketing Communication). The " Integrated Marketing Communication "(CMI) offers a fusion of communication and marketing strategies aimed at" integrating "in a coherent and efficient manner all the communication channels of a brand. Clearly, it is a way of avoiding an approach where each communication profession: advertising, Internet, promotion, PR makes its own recommendation and develops its action on its own. With several disadvantages to the key: a possible inconsistency perceived by the end consumer, a possible redundancy between the resources mobilized, and finally a waste of time to coordinate all the operations.