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Integrated Marketing Communication (IMC) and the role of Public Relations (PR) therein: a case study of University X

a case study of University X

Ilse Niemann-Sturweg
University of Johannesburg
Andrea Crystal
University of Johannesburg
Anské Grobler
University of Pretoria
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Integrated Marketing Communication (IMC) and the role of Public Relations (PR) therein: a case study of University X. (2022). Communicare: Journal for Communication Studies in Africa, 22(1), 21-57. https://doi.org/10.36615/jcsa.v22i1.1799
  • Articles
  • Submited: October 22, 2022
  • Published: October 24, 2022

Abstract

This study determines the role of public relations as a marketing communication function
in University X’s integrated marketing communication approach. The research topic was
selected for numerous reasons. Firstly, dramatic changes have occurred in the tertiary
educational domain, which causes universities to adapt their marketing communication
approaches. Based on these environmental changes, the Public Relations Division at
University X commissioned the study on the research topic, which is the second
consideration for the study. The debate on integrated marketing communication shows,
in the third place, that this approach is increasingly important. On closer investigation
there is a definite need for a thorough literature review with an authentic integrated
marketing communication approach, driven by the integrated organizational functioning
and processes. From a public relations perspective, on closer investigation, there is a
need for the direct empirical examination of the role of public relations as a contributing
function of integrated marketing communication in order to narrow the gap between
literature and empirical evidence. The study was enhanced by two phases of research
conducted within University X to meet the objectives of the study. The first, quantitative
phase determined the extent to which University X’s communication activities are
integrated. The measuring instrument used is the integrated marketing communication
mini-audit scale. In the second, qualitative research phase, the role of public relations
as a marketing communication function within University X’s integrated marketing
communication approach was determined. The issue that became apparent throughout
this study was that integrated marketing communication in any organizational context
is of strategic importance for the “unity of effort” of the greater well-being of the
organization. It was found in this research project that there are fundamental concerns
for University X regarding integrated marketing communication, and that public relations
is practised on a technical, traditional level

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How to Cite
Integrated Marketing Communication (IMC) and the role of Public Relations (PR) therein: a case study of University X. (2022). Communicare: Journal for Communication Studies in Africa, 22(1), 21-57. https://doi.org/10.36615/jcsa.v22i1.1799

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