Integrated marketing communications is a branch of marketing and advertising that focuses on one part of the marketing mix: promotion. This has become a popular MBA choice especially among a lot of people who work in the advertising industry which gives them greater scope to move up the corporate ladder.
The job profile includes develop and direct measurable multi-channel, cross-channel, channel-specific, product, promotional, and cause-related marketing programs that tie back to brand strategy and business goals.
An integrated marketing communications executive is responsible for developing and executing marketing programs that help promote and create awareness around the company's brand as well as increasing market share through customer acquisition, retention, and reactivation