MKTG 4481 - Integrated Marketing Communication

Course Description

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 plan.
• Structure an integrated marketing communications IMC 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 plan 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, Issues, Measurements

Required text and materials

Students are responsible for purchasing the required materials on their own:  

• Guolla, M., Belch, G., & Belch, M. (2023). Advertising and Promotion: An Integrated Marketing Communications Perspective (8th CDN ed.). McGraw-Hill Ryerson Limited.
  Type: E-Text. ISBN-13: 9781265005580

Note: This item can be purchased directly from Campus eBookstore via Wolfie's Campus Store.

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 mandatory final project.

Recommended requisite(s)

• MKTG 2431

Exclusions

• BBUS 4480
• BBUS 4481
• MKTG 4480