This is most recent syllabus. Your final syllabus will be given during your first day of class
Integrated Marketing Communications (IMC) is key in modern marketing to manage brand identity through a wide and growing variety of communications channels. Its importance has grown dramatically in the recent decades in parallel with new technological advances. The Internet has enabled and facilitated global and intercultural interactions at all levels. Today, customers play an integral part of the production process by voicing their wants and needs to the company.
Within this course, you will examine the theory and techniques for internal and external company communications. You will learn to research and evaluate a company’s marketing and promotional situation in order to use this information in developing an effective strategy and plan, with a specific focus on web and social marketing communications. During the semester, you will have the chance to enhance your practical skills in communicating through advertising, promotions, Internet, social media, and other modern channels.
In this course, you will:
- Analyze and plan the integrated marketing communications process;
- Design a marketing communications plan;
- Determine media objectives, budget, selection, scheduling, and buying;
- Manage the integrated marketing communications mix: public relations, sponsorship, advertising, direct marketing, sales promotion, and trade shows;
- Have a clear understanding of the different social media channels, their purpose, and communication style;
- Develop practical skills in web and social media communications.
Service Learning Project Description
You will collaborate with Terre Margaritelli Winery on a service learning project designed to market their cultural tourism activities. After a visit to the facility and conducting interviews with management, you and your group will complete a focused market research project on the topics assigned by the company. At the end of the semester, you will present with your group the analysis and provide informed recommendations to the company representatives.
Course reader. When needed, additional handouts will be provided by the instructor.