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Integrated Marketing Communication (MScM)

  • Teacher(s):   G.Hervet  
  • Course given in: English
  • ECTS Credits: 6 credits
  • Schedule: Autumn Semester 2021-2022, 4.0h. course (weekly average)
  •  sessions
  • site web du cours course website
  • Related programmes:
    Maîtrise universitaire ès Sciences en management, Orientation Behaviour, Economics and Evolution

    Master of Science (MSc) in Management, Orientation Marketing

    Master of Science (MSc) in Management, Orientation Business Analytics

    Master of Science (MSc) in Management, Orientation Strategy, Organization and Leadership
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Integrated Marketing Communications (IMC) refers to the coordination and integration of all marketing communications tools, avenues and sources in a company into a seamless program designed to maximize the impact on customers and other stakeholders. IMC is not a new concept. However, with the rise of digital marketing tools & platforms, it has become more and more complex to implement an IMC campaign.

The main objectives of this course are to:

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


This course will cover the essential topics for the implementation of an IMC campaign, which are:

  1. Brand and Corporate Image Management
  2. Buyer Behaviors
  3. The IMC Planning Process
  4. Advertising Management
  5. Advertising Design: theories, strategy and execution
  6. Traditional Media Channels
  7. Alternative Marketing

These topics will be complemented by the study of digital communication channels such as:

  1. Search Engine Marketing (SEO & SEA)
  2. Display advertising
  3. Social Media advertising
  4. Influencer marketing
  5. Emailing
  6. Affiliate marketing

The course uses different pedagogical approaches (lecture, simulation, case study, reading, use of internet application). The pedagogical material will be available on Moodle. Please note that it is your responsibility to regularly check the material on Moodle to know what you have to prepare before a class. The assessments will allow you to validate and apply the different concepts and theoretical frameworks discussed in class.


Simbound Simulation. Each student must purchase a license to access the simulation online from Simbound (link will be available on Moodle). This is particulary important because the simulation will be part of your evaluations.

The following books offer an excellent foundation for this course and are strongly recommended:

  1. Clow, K. E., & Baack D.E. (2018). Integrated Advertising, Promotion, and Marketing Communications Global Edition. 8th Edition, Pearson.
  2. Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: strategy, implementation and practice, 7th edition, Pearson.

We will also use selected chapters from different books as well as relevant articles and cases. These additional readings will be available via Moodle.


Principles of marketing


First attempt

Without exam (cf. terms)  

  1. Simbound Simulation [30% - Individual Assignment]
  2. IMC Campaign [35% - Group Assigment]
  3. In-class tests [35% - Individual assessement].


Without exam (cf. terms)  
  1. Simbound Simulation [30% - Individual Assignment]: Performance analysis
  2. IMC Campaign completed individually [35%]
  3. Individual Test [35%]

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