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The Reed College of Media and College of Creative Arts will merge to form the new WVU College of Creative Arts and Media as of July 1, 2024. Get details.

IMC Campaigns

IMC 536

This course is required in:

Top Three Course Takeaways

  1. Strengthen critical analysis skills to define and solve a marketing problem.
  2. Define and deploy SMART objectives, strategies, and tactics across marketing channels.
  3. Build a complete IMC marketing plan for a major brand.

Course Topics - Provided Client

  • Campaign Introduction, Owned, Earned and Paid Media Review Concepts and Learning about the Brand
  • Defining Your Target Audience
  • Marketing Goals, IMC Objectives and Strategies
  • IMC Assets: Integrated Communications Strategy Statement, Media Assets and Other Tools
  • Owned and Earned Strategies and Tactics
  • Paid Media Strategies
  • Measurement Strategies, Executive Summary and Conclusion

Course Topics - Selected Client

  • Learning About Your Client – Marketing Goal(s); IMC Campaign Objectives; Target Audience; Budget
  • Structuring Your IMC Plan – Justifying Your Budget; Research Concept Statements
  • Brand Positioning, Integrated Communication Strategy Statement
  • The Campaign Message
  • Media (communication) Planning: Objectives, Strategies, Rationale
  • Media (communication) Planning: Tactics, Budget
  • Touch Point Creative Executions
  • Evaluation, Executive Summary and Conclusion

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.

View Full IMC Course Listing

IMC Campaigns Instructors

Davenport headshot
Britt Davenport President and Chief Executive at Brand Urbanity Read More: Davenport
Harris headshot
Bonnie Harris IMC Consultant with more than 20 years of experience Read More: Harris
Leger headshot
Lynne Leger Senior Vice President, Goodwill Retail & Business Services Read More: Leger
Mercado headshot
Misty Mercado Executive Communications Advisor to Fortune 1000 Corporate Leaders Read More: Mercado