Integrated Marketing Communications

Course Code: MKT 1501

Academic Year: 2020-2021

Organizations must use a skillful blend of communication tools to promote products and services for the greatest return on investment in terms of dollars and staff time. In this course, we look first at the key concepts and theories of the communication process in marketing, brand and reputation management. We go on to examine what each marketing communication tool is meant to do from a strategic rather than simply descriptive standpoint. Students then review the necessary elements to develop effective promotions in an integrated marketing communication (IMC) program to achieve clarity, consistency and maximum communication impact across all media. Emphasis is placed on the role of public relations in IMC, using case studies, best practices and group exercises to select appropriate strategies and tactics to meet IMC objectives. Given that today's business climate stresses accountability for marketing communication spending, this course also covers measurement of individual promotion tactics and the overall IMC program. Current trends in the marketing environment and their impact on communication are discussed along with ethical considerations that accompany promotional practices. The Canadian Press (CP) style of writing is used and assessed in all aspects of this course.