Integrated Marketing Communications

Organizations must interact effectively with consumers, stakeholders, and other organizations and businesses in order to succeed. To do this, a skilful blend of communications is needed to support the strategic priorities of an organization. This course will familiarize students with key concepts and theories of the communications process in marketing, brand and reputation management and the analytical skills needed to plan, implement and evaluate an integrated marketing communications program (IMC). Students will explore IMC on many levels: B2B, B2C, and digital and social media.

Best practices, case studies, and group exercises will help students analyze the different roles of various marketing communications tools, and how to coordinate them effectively to achieve clarity, consistency and maximum communication impact across all media. Students will then select appropriate strategies and tactics to meet communications objectives. Ethical considerations that accompany promotional practices will also be discussed.

Students apply the latest marketing research tools such as off- and on-site Web Analytics and Radian6 to measure individual promotions and the overall IMC program.