Integrerad marknadskommunikation: Vad är det? : En kvalitativ studie om hur företag använder integrerad marknadskommunikation

Sammanfattning: Title: Integrated marketing communication Level: C-essay at Linnaeus University for a bachelor's degree in business administration Authors: Berfin Gulec & Oscar Hjorth Language: Swedish Number of pages: 82 Supervisor: Michaela Sandell Examiner: Eric Rosell Date: SP Research question: How is integrated marketing communication (IMC) used in the companies studied? Aim: The aim of our research is to see how companies use integrated marketing communication today to then create an understanding of the IMC model. Theories: The theory consists of the IMC model which has nine different parts. The nine parts are described individually in the theory where their functions are described. Method: In the method, the writers take a stand regarding the study's approach and use a qualitative method. Results and Conclusion: The conclusion is that IMC is not suitable for all companies as certain factors are more important than others depending on whether the company's design is B2B or B2C. Degree project contribution: The contribution of this study is an increased understanding of IMC, this in combination with a new view of IMC as a complex subject where all factors do not have the same value for all companies. Suggestions for further research: Based on the results of the study, further suggestions for research are to determine the central parts of IMC and to describe the factors more accurately and to differentiate what is important depending on the type of company. This is because the writers believe that IMC must be studied more based on various factors, one to study an overall picture that does not suit all companies. Keywords: Integrated marketing communication, strategic positioning, promotion mix, market mix, IMC social media & social media marketing.