MKTG 1190 Syllabus

Subject Code

MKTG

Course Number

1190

Course Title

Integrated Marketing Communications

Prerequisites

Program admission

Corequisites

Terms Offered

Credit Hours

Course Description

This course introduces the fundamental principles and practices associated with promotion and communications. Topics include the purposes and principles of promotion and integrated marketing communications, budgeting, regulations and controls, media evaluation and target market selection, integrated marketing plans, trends in promotion, and promotion and communication career paths.

Course Outcomes

Purpose of Promotion and Integrated Marketing Communication

  • Define IMC terms.
  • Identify functions of advertising and integrated marketing communication.
  • List the purposes of the marketing mix.
  • Describe the impact of advertising and IMC on the marketing mix.
  • Describe the factors that influence the need for promotion and IMC.
  • Discuss basic demand strategy.
  • Classify consumer motives for buying.

Principles of Promotion and IMC

  • Define promotion and IMC and their respective components.
  • Classify types of promotional options.
  • Explain the planning process required for effective promotion.
  • Describe the process for implementing an effective IMC plan.
  • Interpret factors affecting the evaluation process for an IMC plan.
  • Assess the elements of the control process.

Budgeting

  • Explain different approaches for establishing a budget.
  • Discuss the need for establishing a budget.
  • Construct a budget.

Regulations and Controls

  • List the major federal agencies that regulate advertising and internet marketing.
  • Describe the concept of self-regulation as applicable to advertising.
  • Discuss legal and ethical issues in promotion.
  • Explain the process used to determine when an ad is deceptive.
  • Describe legislative controls used to protect consumers.

Media Evaluation and Target Market Selection

  • Define a target market.
  • Recognize target market.
  • Select appropriate media for identified target markets.
  • Compare tools and techniques to measure results.
  • Establish benchmark methodology for evaluating program success.

Integrated Marketing Communication Plans

  • Identify elements of an integrated marketing communication plan.
  • Explain the elements of the IMC plan.
  • Evaluate an IMC plan.
  • Create an IMC plan.
  • Write an IMC plan.

Trends in Promotion

  • Describe promotion trends for products and services.
  • Give examples of promotion trends.

Promotion and Communications Career Paths

  • Identify typical promotion and communication positions and duties.
  • Discuss qualifications needed to secure an entry-level position.
  • Identify career opportunities in field.
  • Appreciate numerous career opportunities in promotion and communication.