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Introduction to IMC

Introduction to IMC (IMC 610) presents the fundamentals of Integrated Marketing Communications. Students learn and apply the IMC planning process and examine the role of integration to ensure consistency of creative strategy and complementary use of traditional and digital media. This course also provides a comprehensive orientation to the WVU IMC graduate program.

Integrated Marketing Communications (IMC) is a strategic, collaborative, and promotional business function through which a targeted audience senses consistent, persuasive, and reinforcing brand messaging.

IMC 610 Introduction to IMC Course Details

Course Learning Outcomes

Upon successful completion of IMC 610, students will be able to:

  • Identify the requirements and expectations of the IMC program and employ the technology and support resources that are available.
  • Define integrated marketing communications (IMC) and describe the IMC planning process.
  • Prepare a detailed situation analysis on a brand, summarize its target audience and recommend targeting and segmentation strategies.
  • Develop measurable marketing communications objectives and strategies.
  • Construct a paid media plan, taking into account the advantages and disadvantages of both traditional and digital media.
  • Design effective creative strategies and describe how they would be integrated across each IMC function.
  • Prepare a public relations/social media plan, and describe the value of earned and owned media in IMC.
  • Formulate direct marketing recommendations for a brand and recognize the key components of a direct marketing approach.
  • Recognize the advantages and disadvantages of key marketing communications functions, and explain the importance of integrating a creative approach across them.
  • Distinguish between objectives, strategies and tactics, and summarize their relationship in IMC planning.
  • Evaluate the methods marketers can use to assess the effectiveness of an IMC campaign.
  • Apply IMC principles and practices to develop a comprehensive IMC plan for a brand.

Course Topics

  • IMC Orientation Week
  • IMC Foundation, Research & Key Principles
  • Planning, Segmentation & Targeting in IMC
  • Advertising Media Planning in IMC
  • Direct Marketing, Creative Strategy & Execution in IMC
  • Public Relations & Social Media in IMC
  • IMC Measurement & Evaluation
  • Wrap-up

Top 3 Takeaways from the Course

  1. How to set good, measurable objectives, both campaign objectives, as well as objectives within each of the individual marketing communications function.
  2. It provides you with a greater level of professional confidence by being able to better understand conversations around strategy.
  3. Developing your graduate school routine and the structure in your life for success.

Instructor Insights

Professor Cummings’ Passion for Teaching

What Advice do you have for Students to be Successful?

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Course Intensity and Workload

Intensity Level 4 out of 5

The course is project base, building a marketing plan for provided client, with a 4 out of 5 workload ranking, estimating 10-15 hours per course per week.

View the Full Interview with Professor Cummings


Melissa Boatwright
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Stacey Creely
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Matthew Cummings
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Whitney Drake
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Bonnie Harris
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David Hazelton
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Bill Nevin
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Nathan Pieratt
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Geah Pressgrove
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