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.
After successfully completing this course, students will be able to:
- Apply the key terms, definitions, and concepts used in integrated marketing
- 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 communications 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.
Module 1: IMC and Marketing Communication
- Topic 1: IMC and Marketing Communication
- Topic 2: IMC and Brand Communication
- Topic 3: IMC and Partners
Module 2: IMC and Planning
- Topic 1: IMC Planning Overview
- Topic 2: IMC Planning Situation Analysis, SWOT Analysis
- Topic 3: IMC Planning Targeting and Segmenting
- Topic 4: IMC Positioning
- Topic 5: IMC Planning Zero-Based Planning
Module 3: IMC and Media
- Topic 1: Print and Broadcast Media
- Topic 2: Out-of-Home and Support Media
- Topic 3: Sales Promotion Media
- Topic 4: Public Relations Media
- Topic 5: Direct Marketing Media
- Topic 6: Internet Media
- Topic 7: IMC Media Planning
Module 4: IMC and Brand Messages
- Topic 1: IMC and Communication Planning
- Topic 2: IMC and Media Planning
- Topic 3: IMC and Message Planning
- Topic 4: IMC and Creative Concept
- Topic 5: IMC and Message Execution
Module 5: IMC and Regulations and Issues
- Topic 1: IMC and Regulation
- Topic 2: IMC and Ethical, Social, and Legal Issues
- Topic 3: IMC and Measuring Effectiveness
Required text and materials
The following textbook is required for this course:
Guolla, M., Belch, G., & Belch, M. (2017). Advertising & promotion an integrated
marketing communications perspective. (6th ed.) Canada: McGraw-Hill Ryerson
A computer with Internet access is required.
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
|Assignment 2: IMC and Planning
|Assignment 3: IMC and Media
|Assignment 4: IMC and Brand Messages
|Assignment 5: IMC and Regulations and Issues
Open Learning Faculty Member
An Open Learning Faculty Member is available to assist students. Primary communication is
through your Learning Environment's "Mail" tool or by phone. Students will receive the necessary
contact information at the start the course.