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May 16, 2016 by Jackson Lassiter (lassiter)
Jul 4, 2017 by Eden Slone (edencslone)
MKTG 4156 : Integrated Marketing Communications
Tue, 04 Jul 2017 08:01:48 GMT
Fri, 30 Jun 2017 16:02:07 GMT
Catalog Pages referencing this course
Programs referencing this course
M-BBA: Business Administration, Marketing
Other Courses referencing this course
In The Catalog Prerequisites:
MKTG 4149W : Advanced Advertising Campaigns
School of Business
Long Course Title
Integrated Marketing Communications
Short Course Title
Integrated Mktg Comm
Number of Credits
Default Grading Method
Repeatable for Credit?
BADM 3401, MKTG 3142 and MKTG 3143
Frequency of Offering
Are there Course Equivalents?
Are Fees Applicable?
Explanation and Description of Fees
Are Additional Resources Required?
Explanation of Additional Resources
Justification for Additional Resources
Describe any Sources of Additional Funding
The ubiquity of advertising and promotion; fundamental shifts in how consumers get information and from whom, and how much trust they place in different sources; strategies to address a rapidly changing media environment; concepts, analyses, and activities that comprise advertising; assessing and solving advertising challenges.
The overall objective of this course is to build your knowledge base in advertising using an integrated marketing communications (IMC) perspective. Specially, this course will provide you with the skills and knowledge to: • Understand what IMC is and why it is important to marketing programs today. • Understand who the key players in the IMC industry are and what they do. • Determine how insight and knowledge of consumers and particular target markets provides critical input to the design of advertising, sales promotions, Internet marketing, and direct marketing programs. • Develop an effective positioning strategy to distinguish a product or service offering from the competition. • Understand how to develop communications objectives, formulate a creative strategy and design a set of creative tactics for advertising that will best achieve your communication objectives. • Select various forms of media to maximize the effectiveness of an integrated marketing communications (IMC) program. • Understand the key role of other communication tools in the IMC mix—sales promotions, direct marketing, and the Internet in creating a synergistic IMC campaign. • Practice the process of analyzing an opportunity, formulating strategy, and developing and implementing an IMC plan.
Uploaded a Course Syllabus
MKTG 4156 Syllabus Integrated Marketing Communications.pdf
Explanation of how the course differs from similar GW courses
IMC 4156 is the only Marketing undergraduate course that exclusively deals with the topic of integrated marketing communications, which is essential to today’s companies’ marketing programs. The course has a strong foundation in consumer behavior with an emphasis on the latest digital communications techniques. My course involves rigorous teaching of the fundamentals of IMC using the latest scholarly research for a foundational approach to how to integrate communications into an overall communications program. The emphasis is on “cracking the code” of the consumer so we can understand how consumers process communications from marketers and from other consumers. Course content is unique and not covered in any other course offered by the Marketing Department. The course is updated every semester to stay abreast of current developments and bring in the latest research.
CCAS - Professional
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