IMC 636 – IMC Campaigns

The following information is taken directly from the syllabus of this IMC course. While it is our intent to supply students with an accurate overview of the class, please note that the information was used in a previous session and, thus, is subject to change without notice.

Course Description

IMC Campaigns is the final course in the Integrated Marketing Communications program. It is a rigorous, comprehensive course that will require you to apply the marketing communication knowledge and skills you’ve acquired in previous IMC courses to developing a creative, innovative and complete IMC campaign for a real-world client.

Since you’ve already been provided the basic materials and information to create a successful campaign in other classes, most of the lessons and discussion in IMC 636 will revolve around the client and the campaign. The marketing objective, target market and other information have been provided to us by Peggy Dyers—the Chief Marketing Officer of the American Red Cross. The best final campaign submissions may be featured in the program’s online IMC IMC Student Portfolio.

Objectives

In IMC 636, you will be required to:

• Identify the information needed to solve a pre-determined marketing problem.
• Write, design and produce advertising, social media and public relations tactics that will achieve the given marketing objective.
• Devise a media strategy, plan, budget allocation and schedule.
• Demonstrate graduate-level written communication skills.
• Organize and communicate your ideas in a comprehensive, professional IMC plan.

Grades

Each student should keep track of his/her own grades. There are a total of 250 points possible in this course. Grades will be based on the following:

• Nine weeks of class discussion worth 10 points each for a total of 90 points.
• A mid-term assignment worth 60 points.
• A final assignment worth 100 points.

Participation

I’ll post one to two discussion questions per week. In turn, you will be required to:

• Post one answer to each of the weekly questions (due every Wednesday by 11:55 p.m.).
• Respond to a total of four of your classmates’ discussion postings (due every Friday by 11:55 p.m.).
• Read all of the postings each week.

Assignments

Each assignment is due by 11:55 p.m. Eastern Standard Time (EST) on the listed date. No late work will be accepted.

Textbooks

All textbooks for WVU IMC courses are found on the Textbook List

Mid-Term & Final Campaign

The mid-term and final campaigns require that you write a complete IMC campaign and execute the creative work required to carry out that campaign. This includes:

1. Researching the client, market and competition.
2. Designing media objectives, strategies and tactics.
3. Developing advertising, social media, public relations and other creative pieces.
4. Developing a series of evaluation methods designed to demonstrate the results of your campaign.

You will not need to turn in electronic versions of your work in IMC 636. The first half of your campaign must be mailed and postmarked by Monday of Week 5. The final campaign must be mailed and postmarked by the Monday following the last week of class. The assignments can be mailed earlier if you wish. Packages postmarked after these dates will receive a grade of zero. No exceptions. Further mailing instructions can be found in the Assignment pages. No late work will be accepted.

Weekly Schedule

IMC Integrated Marketing Communications Master's Degree Program
Perley Isaac Reed School of Journalism | P.O. Box 6529 | Morgantown, WV 26506-6529
Phone: (304) 293-6783 | Fax: (304) 293-4623 | Email: imcprogram@mail.wvu.edu