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MKTG 343 Integrated Marketing Communications

This course teaches a strategic approach to understanding and executing the full array of marketing communications. Topics include the essential role of integrated marketing communications (IMC) within the marketing function, product and service positioning, and the advantages, disadvantages and uses of various promotional tools such as advertising, sales promotion, publicity, public relations, personal selling and direct marketing. Special attention will be given to the constant changing role of interactive media. The course will focus on the process of developing effective IMC strategies that satisfy both promotional objectives and marketing goals, and developing an IMC plan.

Prerequisites

Special information

Prerequisite: Goal I: Communication - Part I Writing, plus 30 credits must be satisfied.
4 Undergraduate credits

Effective August 22, 2009 to present

Learning outcomes

General

  • Identify the roles and players within the IMC industry.
  • Identify the strengths and weaknesses of advertising, radio, magazines, newspaper, direct marketing, public relations, sales, support media, digital/social media, OTT and guerilla marketing.
  • Create examples of promotional tools including advertising, radio, magazines, newspaper, direct marketing, public relations, sales, support media, digital and social media, OTT and guerilla marketing.
  • Develop a creative strategy and tactics through creation of an IMC campaign.
  • Explain how IMC campaigns are measured for effectiveness.
  • Demonstrate positioning and segmentation strategies in an IMC campaign.
  • Conduct secondary research to complete a situation analysis.

Fall 2025

Section Title Instructor books eservices
01 Integrated Marketing Communications Johnson, Katryna M Books for MKTG-343-01 Fall 2025 Course details for MKTG-343-01 Fall 2025

Spring 2026

Section Title Instructor books eservices
50 Integrated Marketing Communications Johnson, Katryna M Books for MKTG-343-50 Spring 2026 Course details for MKTG-343-50 Spring 2026