Communication and Media Studies 673

COMS 673: Integrated Marketing Communications

Credit hours (3)

From an applied perspective, this course will focus on identifying the principles of integrated marketing communication, as well as explore the historical aspects and leading scholars in the field of IMC. Additionally, the course will cover the effective integration of an organization's marketing communication initiatives. Also discussed will be IMC tactics, corporate social responsibility, branding, sponsorship and production promotion, and the impact social media have made on IMC.

Detailed Description of Course

Major topics discussed in this course will include:
    1) Image and branding
    2) The psychology of advertising
    3) Gender branding
    4) Promotion
    5) Message Strategies
    6) Direct marketing

Detailed Description of Conduct of Course

Instructional strategies for this course will typically include the following:
    1) A mix of traditional lecture-based format and student-led seminars related to the course material.  
    2) Class discussions focused on the critical analysis of IMC theories and research
    3) Guest speaker discussion aimed at informing students about the IMC strategies currently being used by professionals.

Goals and Objectives of the Course

At the end of this course, students should be able to:
    1) Describe the fundamental elements of IMC
    2) Explain how historical occurrences have influenced the current state of affairs for IMC    
    3) Critically examine organizations as they relate to IMC
    4) Conduct primary and secondary research related to IMC strategies
    5) Develop an IMC campaign  
    6) Give professional presentations in front of their peers and colleagues

Assessment Measures

Student learning outcomes will be assessed through a variety of methodologies, some of which may include:
    1) Written course assignments related to course content, research articles, and guest speakers
    2) Regular in-class examinations (using both essay and objective formats)
    3) Participation in class discussions
    4) Performance in group presentations focused on IMC campaigns

Other Course Information



Review and Approval

May 1, 2018
March 14, 2016