Aller à : contenu haut bas recherche
EN     FR
Vous êtes ici:   UNIL > HEC Inst. > HEC App. > SYLLABUS


Integrated Marketing Communication

  • Teacher(s):   T.Schlager  
  • Course given in: English
  • ECTS Credits: 3 credits
  • Schedule: Spring Semester 2022-2023, 2.0h. course (weekly average)
  •  sessions
  • site web du cours course website
  • Related programmes:
    Bachelor of Science (BSc) in Management

    Bachelor (BSc) in Economic Sciences
  • Permalink:




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


  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


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.


Principles of Marketing


First attempt

Without exam (cf. terms)  

Group presentation (70%)

Quizzes (30%)


Without exam (cf. terms)  

Group presentation (70%)

Quizzes (30%)

[» go back]           [» courses list]

Internef - CH-1015 Lausanne - Suisse  -   Tél. +41 21 692 33 00  -   Fax +41 21 692 33 05
Swiss University