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.
- 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 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.
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.
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
|Final Project: IMC Plan and Web Discussion Report (mandatory)
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.