Objectives

The objectives of this course are to enable you to:

1. Identify and describe the major components of an effective Integrated Marketing Communications (IMC) campaign
2. Understand how to effectively employ advertising, media, and promotional tools frequently used in IMC campaigns
3. Discuss ethical and regulatory issues related to IMC campaigns
4. Evaluate IMC campaigns
5. Develop an IMC campaign for a potential client

Contents

1. Brand and Corporate Image Management
2. Buyer Behaviors
3. The IMC Planning Process
4. Advertising Management
5. Advertising Design: Theoretical Frameworks and Types of Appeals
6. Advertising Design: Message Strategies and Executional Frameworks
7. Traditional Media Channels
8. Digital Marketing
9. Alternative Marketing

References

This course has one recommended book:

Clow, Kenneth E. and Donald E. Baack, Integrated Advertising, Promotion, and Marketing Communications Global Edition, 6th or 7th ed., Pearson Education Limited: 2014, ISBN-10: 0-273-78698-9, ISBN-13: 978-0-273-78698-6.

This course also has one recommended book:

Briggs, R. and Stuart, G., What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds, Kaplan Publishing, ISBN-10: 1-4195-8433-2, ISBN-13: 978-1-4195-8433-6.

Additional readings and other course material will be posted on the course website. Access information will be provided in class.

Pre-requisites

Principles of Marketing

Evaluation

First attempt

Exam:

Without exam (cf. terms)  

Evaluation:

Group presentation (70%)

Quizzes (30%)

Retake

Exam:

Without exam (cf. terms)  

Evaluation:

Group presentation (70%)

Quizzes (30%)