This is a survey course covering the critical elements of integrated marketing communications (IMC) from a strategic planning perspective. Course content will be presented from management's point of view, with strong emphasis being placed on strategic principles, consumer insights, and the various elements of the communications mix including traditional and new media vehicles. Creative and strategic planning exercises will focus on both, large, multi-media, national budgets and small, more locally-centred campaigns, recognizing the increasing significance of the Internet. The roles and responsibilities of both client and agency personnel in the development of advertising campaigns will be explored. We will examine the relationships between marketing plans and communications planning, and will work closely with the processes and elements involved in creative and media planning and execution.

This senior-level marketing course in the Marketing Management program further enhances previously learned marketing skills, by putting theory into practice. It emphasizes strategic-level thinking and problem solving. Based on their analysis, students will be required to develop strategic marketing plans and assess the business implications of their decisions. Analytical and planning skills will be reinforced via extensive use of case studies, exercises, and a marketing simulation. The student will also have the opportunity to develop skills in the following areas: business communications, problem solving and decision-making, self-management and teamwork.

This course provides students with a four-week (160- hour) opportunity to apply the skills and knowledge gained in the Marketing Management program in a practical workplace setting. With the instructor's support, students are required to find a suitable organization to host the placement - one where the student will have the opportunity to observe and to participate in a variety of business and marketing activities, planning or research. The foundation for this process is usually established in MKPD 517 Marketing Management Pre-Placement Seminar. The Placement experience also allows students to prepare for employment with on-the-job experience and networking opportunities. Work placements may be paid or unpaid. If unpaid, Humber will cover the student?s mandatory Workplace Safety and Insurance Board (WSIB) insurance. The work placement may take place during the school year over, term breaks or after the school year, as best suits the student and the employer. The four-week (160-hour) requirement is the minimum necessary for academic credit. Students may extend this as they and the employer deem fit. Students may undertake the work placement in Canada or in another country.