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IMC 636

Course Description

A rigorous and comprehensive capstone course that requires students to develop a thoughtful and professional quality IMC campaign for a real-world client. The best final campaign submissions may be featured in the program’s online IMC Student Portfolio.

Course Learning Outcomes

In IMC 636, students will be required to:
  • Develop a detailed target market description.
  • Create a SWOT analysis.
  • Develop an integrated communications strategy statement.
  • Write a brand positioning strategy.
  • Write a creative brief.
  • Design a series of touch point creative executions.
  • Conduct primary research with your target audience (focus group).
  • Determine effective methods for evaluating an IMC campaign.
  • Write an executive summary.
  • Develop a campaign conclusion.
  • Put together a complete, professional IMC campaign from start to finish.

Mid-Term & Final Campaign

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

  • Researching a client, target markets and competition (primary and secondary).
  • Developing an integrated communications strategy statement.
  • Designing communication objectives and tactics.
  • Developing advertising, social media, public relations, internal communications and other creative pieces.
  • Developing a series of evaluation methods designed to demonstrate the results of a campaign. This should also include a plan for pre-execution research.


Topics in this course may include:
Learning About Your Client – Planning Your Research
Brand Positioning, Integrated Communication Strategy Statement
Brand Positioning, Personality & Perception: Integrated Communication Strategy Statement
The Campaign Message
Communication Planning: Objectives, Strategies, Rationale
Communication Planning: Tactics, Budget
Touch Point Creative Executions
Evaluation, Executive Summary & Conclusion
Campaign Wrap-Up and Submission

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 subject to change without notice.