Course Descriptions

IMC 601 Principles, Strategies and Tactics

Introduces key principles, strategies and tactics of Integrated Marketing Communications (IMC).
An IMC management approach emphasizes an on-going, interactive, cross-functional process of
brand communication planning, execution and evaluation. An IMC perspective recognizes that
various methods of communications, including advertising, sales promotions, direct marketing,
public relations, interactive and interpersonal contacts, are no longer isolated functions. IMC
recognizes the synergistic effect across communication approaches and considers the
perspectives of all relevant stakeholders in such a way that brand value is maximized.

IMC 602 IMC Brand Development

This course provides a comprehensive theoretical foundation and up-to-date treatment of the
subjects of brands, brand development, brand equity and strategic brand management. It covers
the design and implementation of IMC programs and activities to build, measure and manage
brand equity. Case studies are used to provide practical insights on long-term brand strategic
decisions.

IMC 603 IMC Audience Behavior

This course introduces students to the theoretical concepts of audience behavior applicable to
integrated marketing communication. It studies the fundamental factors influencing consumer
cognitive, affective and behavioral response in the marketplace. The course applies concepts,
theories and principles from various social (behavioral) sciences to explore and explain audience
behavior. It focuses on the application of audience behavior principles to the development and
implementation of integrated marketing communication strategies. Students will gain knowledge
and skills through discussion, practices, case assignments and exams.

IMC 604 IMC Marketing Communications Research

Examines the roles and applications of research within an Integrated Marketing Communications
plan. Qualitative and quantitative methods will be studied and applied, including processes for
structuring, conducting and analyzing focus groups, surveys, sampling, measurement and
analytical procedures.

IMC 605 IMC Creative Message Strategy

Offers a comprehensive study of creative strategy formation and its role in the IMC process.
Students will learn how to prepare a creative strategy and how to apply it in the design and
writing of communications messages.

IMC 606 Multi-channel Media I

Focuses on strategic media planning issues and media applications in IMC. Multi-channel Media
I provides a foundation in traditional media metrics and analysis emphasizing an applied
approach. This course is the prerequisite for Multi-channel Media II, which emphasizes digital,
emerging and experimental media in IMC.

IMC 607 Multi-channel Media II

Multi-channel Media II focuses on media planning issues and media strategies in IMC with an
emphasis on digital, interactive, emerging and experimental media. The course will also examine
the relationship with legacy media and the merging information platforms. Historical, legal,
technological and business implications are explored.

IMC 608 Direct Marketing

Covers direct marketing from an integrated marketing communications perspective. The course
examines the concepts, strategies and applications involved in direct marketing and how they are
integrated in a cohesive manner with other communications vehicles to acquire customers,
enhance loyalty and build brands.

IMC 609 Public Relations

Explores the role of public relations as a component of an IMC plan, rather than an independent
discipline. Brochures, newsletters, press kits, Web pages, event promotions and other vehicles
will be examined as tools of building brand equity within an IMC context.

IMC 612 Sales Promotion

Defines sales promotion and its role as an IMC communications vehicle. The effect of sales
promotion techniques on both consumer oriented and business-to-business campaigns will be
analyzed. Sales promotion will be evaluated as a tool to not only generate traffic, but to build
brands.

IMC 615 Ethics, Regulations and Society

Discusses current ethical issues in IMC and reviews key legal principles and compliance. The
course also explores the social and economic role of IMC in the global environment.

IMC 631 Campaigns

This is the capstone course in the integrated marketing communications graduate program.
Students will coordinate skills and knowledge gained in prior courses and integrate them into a
campaign aimed at maximizing brand image and brand equity for an organization.