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Digital Marketing Communications Campaigns


IMC 644

Workload: Intensity Level 4 out of 5 (10-15 hours per week) 
This is a project based course building a digital marketing communications plan for a client of your choice, with a 4 out of 5 workload ranking, estimating 10-15 hours per week.

In this course, you will complete the following industry certifications:
Ribbon Icon  Hootsuite Platform
Ribbon Icon  Hootsuite Social Marketing Certifications

Digital Marketing Communications Campaigns applies the knowledge and skills acquired in previous Digital Marketing Communications courses to develop a creative, innovative and complete digital campaign for a selected organization in this capstone course.

Course Learning Outcomes

Upon successful completion of IMC 644, students will be able to:

  • Define the digital marketing communications strategic process.
  • Perform a situation analysis for a business or organization.
  • Set clear objectives relevant to business marketing and digital marketing problems.
  • Identify digital marketing strategies and tactics to meet marketing objectives.
  • Create strategic digital marketing content for a variety of strategies and tactics.
  • Develop an evaluation plan to measure digital marketing communication effectiveness.

Course Topics

  • Background: Get To Know Your Client
  • Situation Analysis: Explain Where Your Client Is Now
  • Objectives: Determine Where Your Client Wants To Be
  • Strategy: Decide What Your Client Needs To Do To Get There
  • Tactics: Choose What Your Client Should Use To Get There
  • Actions: Create And Schedule What Your Client Will Use
  • Evaluation: Select Measures To Monitor Client Success
  • Finalize Your Client’s Plan

Top 3 Course Takeaways

  1. Understand the fundamental trends shaping marketing and new frameworks in shift to digital marketing.
  2. Apply knowledge and skills in previous courses to a complete digital marketing communications campaign.
  3. Earn Hootsuite Social Media Platform and Social Marketing Certifications.

IMC 644 Faculty

Justin Hoot
Profile: Hoot
Keith Quesenberry
Profile: Quesenberry