Integrated Marketing Communications (IMC)

In this course students will examine key marketing concepts within an Integrated Marketing Communications (IMC) framework. They will explore IMC as a wholistic marketing communications structure that includes elements from traditional and digital marketing. Students will examine creative approaches and media alternatives to develop marketing communication strategies that foster brand interest and loyalty. Students will gain hands-on experience by analyzing the role of advertising media, interactive media, as well as sales promotion, public relations, and event marketing within an integrated plan., Analytical and decision-making skills are developed as students practice and evaluate IMC plans in a Canadian context.