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

After successfully completing this course, students will be able to:

  • 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 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.

Course topics

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 Limited.
Type: ISBN-13:978-1-25-927230-1

Additional requirements

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 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%
Project/Summary * 35%
Total 100%

* Mandatory

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.

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