BC401: Communicating with Markets through IMC

Credit Hours:

Estimated Hours Per Week:

Overview

This course focuses on communicating with consumers through the process of integrated marketing communications (IMC). Students investigate a wide range of topics related to the role of IMC in the marketing mix that include:

Integrating a variety of media options into the marketing mix, including sales promotions, social network marketing, guerrilla marketing, and trade and consumer advertising
Managing the communication mix
Determining the communication budget and which media options to buy
Integrating all communications into a Media Plan and schedule

The course project, Integrated Marketing Communications Plan: A Comprehensive Plan for Implementing the Communication Strategy of a Product/Brand, focuses students on developing significant elements of an IMC plan for a product or brand.

Course Learning Objectives

Upon successful completion of this course, students will be able to:

Determine roles and responsibilities for key tasks in the IMC.
Develop generic global objectives for IMC messages.
Determine a method for establishing an IMC budget.
Analyze consumer behavior and determine appropriate media messages that target these consumers.
Develop the Creative Strategy, the Appeals, and the General Media Plan for the IMC.
Identify and describe traditional advertising in print and broadcast media and in non-traditional options to be used in the IMC plan.
Determine which non-advertising IMC tools such as sales promotions are appropriate for the brand’s communications.
Determine the appropriate PR, Internet, and interactive media to be used in the IMC for a given brand.
Determine how to measure the effectiveness of the advertising and all other communication media in the IMC plan.
Create key elements of an IMC plan for a specific brand and product or service.

ENROLLMENT

To enroll in this course, please complete the online application.

Required Texts
BC401 texts are available from the JIU/Follett Bookstore