Top Three Course Takeaways
- Set good, measurable objectives - both campaign objectives, as well as objectives within each of the individual marketing communications function.
- Gain a greater level of professional confidence by being able to better understand conversations around strategy.
- Develop your graduate school routine and the structure in your life for success.
- 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
WORKLOAD: (10-15 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:
- Define integrated marketing communications (IMC) and describe the IMC planning process.
- Develop a detailed situation analysis on a brand, summarize its target audience, and recommend targeting and segmentation strategies.
- Distinguish between objectives, strategies, and tactics and demonstrate their interrelationship during the IMC planning process.
- Differentiate paid, earned, and owned media, demonstrate integration of a creative strategy across them, and produce a comprehensive IMC plan for a brand.
- Examine the methods marketers use to evaluate the effectiveness of an IMC campaign.