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 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 require the following e-textbook, which can be purchased directly from the TRU bookstore site at: https://thebookstore.tru.ca/site_digital.asp
- 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
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.
| Assignment 1: Product Selection for This Course | 3% |
| Assignment 2: IMC and Marketing Communication | 7% |
| Assignment 3: IMC and Planning | 15% |
| Assignment 4: IMC and Media | 20% |
| Assignment 5: IMC and Brand Messages | 15% |
| Assignment 6: IMC and Regulations, Issues, Measurements | 5% |
| Mandatory Final Project: IMC Plan and Web Discussion Report | 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.
