MKTG 345: Integrated Marketing Communications (IMC)
Prerequisites: Junior standing and MKTG 340
Credit Hours: (3)
This course examines how various marketing functions can work together cohesively to achieve effective marketing communication. Students learn how marketing actions need to fit together harmoniously to produce “one voice” in a brand or firm’s communication with its audiences.
Detailed Description of Conduct of the Course
The following topics will be covered via lectures and experiential exercises: the promotion industry, promotion and IMC planning and strategy, corporate image and branding, the role of various marketing mix elements in the IMC process, the regulatory environment and ethics. In addition, students will complete a team project for which they will develop a complete IMC campaign, which includes segmenting the market, positioning a brand, and communicating effectively with consumers.
Course Goals and Objectives of the Course
Students completing this course will be able to:
• Describe the IMC approach employed in a firm and its advantages in branding;
• List and describe the various promotional mix elements and how they work together in IMC;
• Apply the process of segmenting the market, choosing a target market, and positioning a brand;
• Develop a comprehensive IMC campaign for a selected brand and apply required written and oral communication skills in presenting the campaign report.
Student learning may be assessed via examinations during the course of the semester as well as a team presentation and team paper.
Other Course Information
Review and Approval
DATE ACTION APPROVED BY
12-01-2006, reviewed and approved by the Dept. of Marketing faculty
April 13, 2012 Revised