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 Curriculum 

IMC 610

INTRODUCTION TO IMC

Course Description

Introduces students to the fundamentals of Integrated Marketing Communications (IMC). 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.

Course Learning Outcomes

Upon successful completion of IMC 610, students will be able to: 

  • Identify the requirements and expectations of the IMC program and employ the technology and support resources that are available.
  • Define integrated marketing communications (IMC) and describe the IMC planning process.
  • Prepare a detailed situation analysis on a brand, summarize its target audience and recommend targeting and segmentation strategies.
  • Develop measurable marketing communications objectives and strategies.
  • Construct a paid media plan, taking into account the advantages and disadvantages of both traditional and digital media.
  • Design effective creative strategies and describe how they would be integrated across each  IMC function.
  • Prepare a public relations/social media plan and describe the value of earned and owned media in IMC.
  • Formulate direct marketing recommendations for a brand and recognize the key components of a direct marketing approach.
  • Recognize the advantages and disadvantages of key marketing communications functions and explain the importance of integrating a creative approach across them.
  • Distinguish between objectives, strategies and tactics and summarize their relationship in IMC planning.
  • Evaluate the methods marketers can use to evaluate the effectiveness of an IMC campaign.
  • Apply IMC principles and practices to develop a comprehensive IMC plan for a brand.

Topics

Topics in this course include:
IMC Orientation Week
IMC Foundation, Research & Key Principles 
Planning, Segmentation & Targeting in IMC
Advertising Media Planning in IMC
Direct Marketing, Creative Strategy & Execution in IMC
Public Relations & Social Media in IMC
IMC Measurement & Evaluation
Wrap-up

This information was 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 subjec t to change without notice.