S/M/356. Master's Dissertation. Integrated Marketing Communications of Accenture

The dissertation investigates integrated marketing communications (IMC) at Accenture, a business consultancy, IT services and outsourcing company. An overview of the company and the industry is provided; literature is reviewed on the theory of IMC and branding identifying the IMC tools, their aims, parameters, etc. Research is conducted into the IMC application in Accenture using the methods of secondary and primary data collection through interviews. The findings of the study are discussed suggesting recommendations about the communications strategy of Accenture.