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Campaigns (IMC 636) is a rigorous and comprehensive capstone course that requires students to develop a thoughtful and professional quality IMC campaign for a real-world client. The best final campaign submissions may be featured in the program’s online IMC Student Portfolio.

Course Learning Outcomes

In IMC 636, students will be required to:

  • Develop a detailed target market description.
  • Create a SWOT analysis.
  • Develop an integrated communications strategy statement.
  • Write a brand positioning strategy.
  • Write a creative brief.
  • Design a series of touch point creative executions.
  • Conduct primary research with your target audience (focus group).
  • Determine effective methods for evaluating an IMC campaign.
  • Write an executive summary.
  • Develop a campaign conclusion.
  • Put together a complete, professional IMC campaign from start to finish.

Mid-Term and Final Campaign

The mid-term and final campaigns require that students write a complete IMC campaign and execute the creative work required to carry out that campaign. This includes:

  • Researching a client, target markets and competition (primary and secondary).
  • Developing an integrated communications strategy statement.
  • Designing communication objectives and tactics.
  • Developing advertising, social media, public relations, internal communications and other creative pieces.
  • Developing a series of evaluation methods designed to demonstrate the results of a campaign. This should also include a plan for pre-execution research.


  • Learning About Your Client – Planning Your Research
  • Brand Positioning, Integrated Communication Strategy Statement
  • Brand Positioning, Personality and Perception: Integrated Communication Strategy Statement
  • The Campaign Message
  • Communication Planning: Objectives, Strategies, Rationale
  • Communication Planning: Tactics, Budget
  • Touch Point Creative Executions
  • Evaluation, Executive Summary and Conclusion
  • Campaign Wrap-Up and Submission


Britt Davenport
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Lynne Leger
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David W. Marold
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Archie Sader
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Bob Sukys
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