Integrated Marketing Communications report structure / Marketing communications

Integrated Marketing Communications report structure

Advertising and Marketing

This course studies the use of promotional tools by business as well as their creation and management. The course provides an integrative approach to the study of the promotion mix, including advertising, publicity, personal selling, and sales promotion. Topics include an evaluation of the role of promotion in marketing and the economy; the formulation and analysis of promotional goals; planning, organizing, and controlling the promotion function; creative planning; and budgeting and media selection.

Delivery Method



BBUS 3431, BBUS 3651, and BBUS 3471 are recommended.


After successfully completing this course, you will be able to:

  • Apply the key terms, definitions, and concepts used in integrated marketing communications.
  • Conduct and evaluate marketing research and apply these findings to develop competitive and positioning strategies and to select the target audience(s) for the IMC campaign plan.
  • Examine how integrated marketing communications help to build brand identity and brand relationship, and create brand equity through brand synergy.
  • Choose a marketing communications mix to achieve the communications and behavioural objectives of the IMC campaign plan.
  • Develop an integrated cross-media strategy and creative message and concept to reach the target audience and deliver the brand promise through an IMC campaign.
  • Structure an integrated marketing communications campaign plan based on the application of marketing concepts, principles, and practices within an organization.
  • Measure and critically evaluate the communications effects and results of an IMC campaign to determine its success.

Course Outline

Module 1: How Brands Are Built

  • Topic 1: Integrated Marketing Communications Functions, Brands, and IMC
  • Topic 2: IMC Partners and Industry Organizations
  • Topic 3: Brands and Stakeholder Relationships

Module 2: Basic IMC Strategies for Building Brands

  • Topic 1: Integrating the Brand Communication Process
  • Topic 2: Customer Brand Decision Making
  • Topic 3: IMC Planning
  • Topic 4: Segmenting, Targeting, and Positioning
  • Topic 5: Data-Driven Communication

Module 3: Creating, Sending, and Receiving Brand Messages

  • Topic 1: IMC Creative Concept and Messages
  • Topic 2: Message Execution
  • Topic 3: IMC Print, Broadcast, and Out-of-Home Media
  • Topic 4: Internet, Interactivity, and e-Commerce Media
  • Topic 5: IMC Media Planning

Module 4: IMC Functions

  • Topic 1: Channel Marketing: Consumer Sales Promotion
  • Topic 2: Channel Marketing: Trade Sales Promotions and Co-Marketing
  • Topic 3: Personal Selling
  • Topic 4: Public Relations and Brand Publicity
  • Topic 5: Direct Marketing and Customer Service
  • Topic 6: Product Placements, Events, Sponsorship, and Packaging
  • Topic 7: Social Media Marketing

Module 5: The Big Picture

  • Topic 1: Social, Legal, and Ethical Issues in IMC
  • Topic 2: International Marketing Communication
  • Topic 3: Effectiveness, Measurements, and Evaluations


  • IMC Plan Report
  • Reflective Summary

Maximum Completion

30 weeks.

Required Text and Materials

Duncan, T., & Ouwersloot, H. Integrated Marketing Communications. European ed. New York: McGraw-Hill, 2008.

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