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Introduction to IMC

IMC 610

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: 


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

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.