MKTG 4481
Integrated Marketing Communications

3.0 Credits


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.

Delivery Method

Online, self-paced.


Recommended: MKTG 2431


BBUS 4480, BBUS 4481, MKTG 4480


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 Outline

Module 1: How Brands Are Built

  • Topic 1: Integrated Marketing Communications Functions, Brands, and IMC
  • Topic 2: IMC Partners and Industry Organizations
  • Topic 3: Brands and Stakeholder Relationships

Module 2: Basic IMC Strategies for Building Brands

  • Topic 1: Integrating the Brand Communication Process
  • Topic 2: Customer Brand Decision Making
  • Topic 3: IMC Planning
  • Topic 4: Segmenting, Targeting, and Positioning
  • Topic 5: Data-Driven Communication

Module 3: Creating, Sending, and Receiving Brand Messages

  • Topic 1: IMC Creative Concept and Messages
  • Topic 2: Message Execution
  • Topic 3: IMC Print, Broadcast, and Out-of-Home Media
  • Topic 4: Internet, Interactivity, and e-Commerce Media
  • Topic 5: IMC Media Planning

Module 4: IMC Functions

  • Topic 1: Channel Marketing: Consumer Sales Promotion
  • Topic 2: Channel Marketing: Trade Sales Promotions and Co-Marketing
  • Topic 3: Personal Selling
  • Topic 4: Public Relations and Brand Publicity
  • Topic 5: Direct Marketing and Customer Service
  • Topic 6: Product Placements, Events, Sponsorship, and Packaging
  • Topic 7: Social Media Marketing

Module 5: The Big Picture

  • Topic 1: Social, Legal, and Ethical Issues in IMC
  • Topic 2: International Marketing Communication
  • Topic 3: Effectiveness, Measurements, and Evaluations


  • IMC Plan Report
  • Reflective Summary

Maximum Completion

30 weeks.

Required Text and Materials

Students registering for this course will have to source the following textbook on their own:

Duncan, T., & Ouwersloot, H. Integrated Marketing Communications. European ed. New York: McGraw-Hill, 2008.
Type: Textbook. ISBN: 0077111206

Additional Requirements

A computer with Internet access is required.

Open Learning Faculty Member Information

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.


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 10%
Assignment 2 15%
Assignment 3 20%
Assignment 4 15%
Assignment 5 5%
Project/Summary * 35%
Total 100%

* Mandatory