Course Descriptions

Course Descriptions IMC 601 Principles, Strategies and Tactics Introduces key principles, strategies and tactics of Integrated Marketing Communications (IMC). An IMC management approach emphasizes an on-going, interactive, cross-functional process of brand communication planning, execution and evaluation. An IMC perspective recognizes that various methods of communications, including advertising, sales promotions, direct marketing, public relations, interactive and interpersonal contacts, are no longer isolated functions. IMC recognizes the synergistic effect across communication approaches and considers the perspectives of all relevant stakeholders in such a way that brand value is maximized. IMC 602 IMC Brand Development This course provides a comprehensive theoretical foundation and up-to-date treatment of the subjects of brands, brand development, brand equity and strategic brand management. It covers the design and implementation of IMC programs and activities to build, measure and manage brand equity. Case studies are used to provide practical insights on long-term brand strategic decisions. IMC 603 IMC Audience Behavior This course introduces students to the theoretical concepts of audience behavior applicable to integrated marketing communication. It studies the fundamental factors influencing consumer cognitive, affective and behavioral response in the marketplace. The course applies concepts, theories and principles from various social (behavioral) sciences to explore and explain audience behavior. It focuses on the application of audience behavior principles to the development and implementation of integrated marketing communication strategies. Students will gain knowledge and skills through discussion, practices, case assignments and exams. IMC 604 IMC Marketing Communications Research Examines the roles and applications of research within an Integrated Marketing Communications plan. Qualitative and quantitative methods will be studied and applied, including processes for structuring, conducting and analyzing focus groups, surveys, sampling, measurement and analytical procedures. IMC 605 IMC Creative Message Strategy Offers a comprehensive study of creative strategy formation and its role in the IMC process. Students will learn how to prepare a creative strategy and how to apply it in the design and writing of communications messages. IMC 606 Multi-channel Media I Focuses on strategic media planning issues and media applications in IMC. Multi-channel Media I provides a foundation in traditional media metrics and analysis emphasizing an applied approach. This course is the prerequisite for Multi-channel Media II, which emphasizes digital, emerging and experimental media in IMC. IMC 607 Multi-channel Media II Multi-channel Media II focuses on media planning issues and media strategies in IMC with an emphasis on digital, interactive, emerging and experimental media. The course will also examine the relationship with legacy media and the merging information platforms. Historical, legal,

technological and business implications are explored. IMC 608 Direct Marketing Covers direct marketing from an integrated marketing communications perspective. The course examines the concepts, strategies and applications involved in direct marketing and how they are integrated in a cohesive manner with other communications vehicles to acquire customers, enhance loyalty and build brands. IMC 609 Public Relations Explores the role of public relations as a component of an IMC plan, rather than an independent discipline. Brochures, newsletters, press kits, Web pages, event promotions and other vehicles will be examined as tools of building brand equity within an IMC context. IMC 612 Sales Promotion Defines sales promotion and its role as an IMC communications vehicle. The effect of sales promotion techniques on both consumer oriented and business-to-business campaigns will be analyzed. Sales promotion will be evaluated as a tool to not only generate traffic, but to build brands. IMC 615 Ethics, Regulations and Society Discusses current ethical issues in IMC and reviews key legal principles and compliance. The course also explores the social and economic role of IMC in the global environment. IMC 631 Campaigns This is the capstone course in the integrated marketing communications graduate program. Students will coordinate skills and knowledge gained in prior courses and integrate them into a campaign aimed at maximizing brand image and brand equity for an organization.