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:

  1. 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.

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