Introduction

Integrated Marketing Communications is a process that implements different forms of communication programs with customers throughout the time. IMC main goal is the integration of all the promotional tools so they can affect the audience behaviours towards a product or service. (Multimedia Marketing, 2015)

The marketing communications plan uses advertising, different types of marketing, sales and mostly promotional tools.                  ( Boundless, n.d and Harrison, n.d.)

This portfolio will be divided in two sections;  The first will cover both online and offline communication tools such as: social media, public relations, website, direct mail, exhibitions/conferences and personal selling. The second section will be focused in the retail shop Primark and the ways the company communicates with their stakeholders and which communication tools they use.