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MKTG 4481: Integrated Marketing Communication

Course Description

This course examines the promotional mix, including advertising, publicity, personal selling, and sales promotion, from an integrative perspective. Students create and manage these promotional tools to successfully execute a business's strategic plan.

Course Topics

• Module 1: IMC and Marketing Communication
• Module 2: IMC and Planning
• Module 3: IMC and Media
• Module 4: IMC and Brand Messages
• Module 5: IMC and Regulations, Issues, Measurements

Learning Outcomes

• Apply the key terms, definitions, and concepts used in integrated marketing communications.
• Conduct and evaluate marketing research and apply these findings to develop competitive and positioning strategies and to select the target audience(s) for the IMC campaign plan.
• Examine how integrated marketing communications help to build brand identity and brand relationship and create brand equity through brand synergy.
• Choose a marketing communication mix to achieve the communications and behavioural objectives of the IMC campaign plan.
• Develop an integrated cross-media strategy and creative message and concept to reach the target audience and deliver the brand promise through an IMC campaign plan.
• Structure an integrated marketing communications IMC campaign plan based on the application of marketing concepts, principles, and practices within an organization.
• Measure and critically evaluate the communications effects and results of an IMC campaign plan to determine its success.

Required Text and Materials

• Guolla, M., Belch, G., & Belch, M. (2023). Advertising and Promotion: An Integrated Marketing Communications Perspective (8th CDN ed.). McGraw-Hill Ryerson Limited.

Assessments

• Assignment 1: Product Selection for This Course | 3%
• Assignment 2: IMC and Marketing Communication | 7%
• Assignment 3: IMC and Planning | 15%
• Assignment 4: IMC and Media | 20%
• Assignment 5: IMC and Brand Messages | 15%
• Assignment 6: IMC and Regulations, Issues, Measurements | 5%
• Mandatory Final Project: IMC Plan and Web Discussion Report | 35%
• Total | 100%