IMC Campaigns

WORKLOAD:   (10-12 hours per week)

IMC Campaigns is the capstone experience for the integrated marketing communications master's degree program. Students produce a comprehensive campaign plan for a real-world client. This course must be completed in a student's final academic term. The best final campaign submissions may be featured in the program’s online IMC Student Portfolio.

Course Learning Outcomes:

• Conduct comprehensive background research to guide integrated marketing communications strategic planning.
• Establish clear goals and objectives relevant to business and integrated marketing communications problems.
• Identify and apply integrated marketing strategies and tactics to meet marketing objectives.
• Develop an evaluation plan to measure and communicate campaign effectiveness.
• Design a strategic integrated marketing communications plan that includes a variety of strategies and tactics.

Final Campaign

The 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.

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