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Introduction to IMC


IMC 610

Workload:   Intensity Level 4 out of 5 (8-10 hours per week)

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.

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 an earned and owned media plan and describe the value of PR, social media and content marketing in IMC.
  • 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

  • An Introduction to Integrated Marketing Communications
  • Brand Research
  • Planning and Audience Insight
  • Integrated Creative Strategy
  • Paid Media in IMC
  • Earned and Owned Media in IMC
  • IMC Measurement and Campaign Evaluation

Top 3 Course Takeaways

  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


  • 1:38 - Professor Cummings' passion for data marketing communications
  • 4:47 - How to be successful in IMC 610 and what to expect
  • 6:07 - Professor Cummings shares why he loves teaching
  • 11:21 - Course intensity and workload

IMC 610 Faculty

Stacey Creely
Profile: Creely
Matthew Cummings
Profile: Cummings
David Hazelton
Profile: Hazelton
Bill Nevin
Profile: Nevin
Nathan Pieratt
Profile: Pieratt
Ryan Wagner
Profile: Wagner