MKTG 4481: Integrated Marketing Communications
Students examine 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’ strategic plan. Topics include an overview of integrated marketing communications (IMC) and brand building; basic IMC strategies; creating, sending, and receiving brand messages; IMC functions; social, legal and ethical issues in IMC; international marketing communication; and effectiveness, measurement, and evaluations.
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.
- Structure an integrated marketing communications 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 to determine its success.
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 and Issues
Required text and materials
The following textbook is required for this course:
- Guolla, M., Belch, G., & Belch, M. (2020). Advertising & promotion an integrated
marketing communications perspective (7th ed.). McGraw-Hill Ryerson Limited.
Type: ISBN-13: 9781260065985
Assessments
To successfully complete this course, students must achieve a passing grade of 50% or higher on the overall course, and 50% or higher on the final mandatory project.
Assignment 1: IMC and Marketing Communication | 10% |
Assignment 2: IMC and Planning | 15% |
Assignment 3: IMC and Media | 20% |
Assignment 4: IMC and Brand Messages | 15% |
Assignment 5: IMC and Regulations and Issues | 5% |
Final Project: IMC Plan and Web Discussion Report (mandatory) | 35% |
Total | 100% |
Open Learning Faculty Member Information
An Open Learning Faculty Member is available to assist students. Students will receive the necessary contact information at the start of the course.