Students examine the promotional mix including advertising, publicity, personal selling and sales promotion from an integrative perspective. Students create and manage these promotional tools to successfully execute a business’ strategic plan. Topics include an overview of integrated marketing communications (IMC) and brand building; basic IMC strategies; creating, sending, and receiving brand messages; IMC functions; social, legal and ethical issues in IMC; international marketing communication; and effectiveness, measurement, and evaluations.
BBUS 4480, BBUS 4481, MKTG 4480
After successfully completing this course, students will be able to:
- Apply the key terms, definitions, and concepts used in integrated marketing communications.
- Conduct and evaluate marketing research and apply these findings to develop competitive and positioning strategies and to select the target audience(s) for the IMC campaign plan.
- Examine how integrated marketing communications help to build brand identity and brand relationship, and create brand equity through brand synergy.
- Choose a marketing communications mix to achieve the communications and behavioural objectives of the IMC campaign plan.
- Develop an integrated cross-media strategy and creative message and concept to reach the target audience and deliver the brand promise through an IMC campaign.
- Structure an integrated marketing communications campaign plan based on the application of marketing concepts, principles, and practices within an organization.
- Measure and critically evaluate the communications effects and results of an IMC campaign to determine its success.
Module 1: IMC and Marketing Communication
- Topic 1: IMC and Marketing Communication
- Topic 2: IMC and Brand Communication
- Topic 3: IMC and Partners
Module 2: IMC and Planning
- Topic 1: IMC Planning Overview
- Topic 2: IMC Planning Situation Analysis, SWOT Analysis
- Topic 3: IMC Planning Targeting and Segmenting
- Topic 4: IMC Positioning
- Topic 5: IMC Planning Zero-Based Planning
Module 3: IMC and Media
- Topic 1: Print and Broadcast Media
- Topic 2: Out-of-Home and Support Media
- Topic 3: Sales Promotion Media
- Topic 4: Public Relations Media
- Topic 5: Direct Marketing Media
- Topic 6: Internet Media
- Topic 7: IMC Media Planning
Module 4: IMC and Brand Messages
- Topic 1: IMC and Communication Planning
- Topic 2: IMC and Media Planning
- Topic 3: IMC and Message Planning
- Topic 4: IMC and Creative Concept
- Topic 5: IMC and Message Execution
Module 5: IMC and Regulations and Issues
- Topic 1: IMC and Regulation
- Topic 2: IMC and Ethical, Social, and Legal Issues
- Topic 3: IMC and Measuring Effectiveness
Required Text and Materials
The following textbook is required for this course:
Guolla, M., Belch, G., & Belch, M. (2017). Advertising & promotion an integrated marketing communications perspective. (6th ed.) Canada: McGraw-Hill Ryerson Limited.
A computer with Internet access is required.
Open Learning Faculty Member
An Open Learning Faculty Member is available to assist students. Primary communication is through your Learning Environment's "Mail" tool or by phone. Students will receive the necessary contact information at the start the course.
To successfully complete this course, students must achieve a passing grade of 50% or higher on the overall course, and 50 % or higher on the final mandatory project .
|Assignment 1: IMC and Marketing Communication||10%|
|Assignment 2: IMC and Planning||15%|
|Assignment 3: IMC and Media||20%|
|Assignment 4: IMC and Brand Messages||15%|
|Assignment 5: IMC and Regulations and Issues||5%|
How to Develop an Integrated Marketing Communications Plan
Back in 2013, Forbes detailed why today’s marketing professionals have to be proficient not only in traditional media like television, radio, and print, but also in evolving digital opportunities like social media, mobile, and viral marketing. The key to rolling out an effective campaign across multiple platforms is an integrated marketing communications plan. Here’s how to build and execute a comprehensive, integrated strategy that will keep your efforts on track and drive results.
Identify Your Customer
The first step in developing a communications plan is to determine whom you want the campaign to reach. Consider demographic factors, such as education level, gender, income, age, race, and geographic location. Then, think about behavioral and psychological traits, including things like interests, hobbies, and values. Take the time to hone a highly targeted customer profile. As FastCompany explains, this will serve as the foundation for all the strategic and creative decisions that shape the campaign.
In some cases, you may have more than one customer profile for a given campaign. In that case, be sure to complete each of the following steps for each profile, as every customer profile requires a tailored strategy within the communications plan.
Set Clear Objectives
In addition to knowing your customer, understanding your objectives is key to a successful integrated marketing communications plan. Are you looking to drive revenue, build brand awareness, develop customer affinity, or expand your reach? Once you’ve identified a general objective, flesh it out into a SMART marketing goal, which as described by HubSpot, means specific, measurable, attainable, realistic, and time-bound.
Craft the Campaign
Image via Flickr by Rosaura Ochoa
Now that you’ve identified your target audience and set effective goals for the campaign, you’re ready to make strategic communications decisions. CIO Magazine recommends that you think seriously about which channels to focus on, and what portion of your budget to allocate to each. If you’re targeting a young, urban audience, you may choose to focus your resources on mobile and social media, while print and television might be a more effective way to reach older customers in rural areas.
One of the key functions of an integrated marketing communications plan is to enable you and your team to tailor content for each of your selected channels, while maintaining a consistent message. By using the same content in different ways across multiple channels, you create cohesion, and may be able to save money by minimizing the need for multiple creative assets.
Measure Your Success
Before launching the campaign, decide which key performance indicators (KPIs) you plan to use to measure results. Kissmetrics recommends using A/B testing to determine which headlines, images, and calls to action drive the best performance. Implement tracking to measure how well coupons and promo codes convert across different platforms and partners. Maintain open lines of communication within your team, making it easy for everyone to stay nimble and optimize the campaign as analytical data becomes available.
Thanks to the rapid evolution of content technology, marketers have more platforms to choose from than ever before. An integrated marketing communications plan makes it possible to manage a coordinated campaign across the specific platforms where your customers spend time. Use these tips to maximize the efficiency and effectiveness of your next multi-platform marketing campaign.