Integrated Marketing Communications

Course Number: BA 233
Transcript Title: Integrated Mrktg Communication
Created: December 5, 2016
Updated: July 10, 2019
Total Credits: 3
Lecture Hours: 30
Lecture / Lab Hours: 0
Lab Hours: 0
Satisfies Cultural Literacy requirement: No
Satisfies General Education requirement: No
Grading options: A-F (default), P-NP, audit
Repeats available for credit: 0


Course Description

Introduces the concept of integrated marketing communication by exploring the five elements of promotion:  advertising, public relations, personal selling, sales promotion, and social media. Covers the three goals of promotions: informing, reminding, and persuading Prerequisite: BA 223. Audit available.

Intended Outcomes

Upon successful completion of this course, students will be able to:

  1. Apply the concept of Integrated Marketing Communication in a promotion mix plan for products or services for businesses and non-profits.
  2. Create a basic promotion mix plan for a specific product or service for the intended target market using the following, as appropriate:  advertising, public relations, personal selling, sales promotion, and social media.
  3. Link the promotional mix to product/service life cycle and with a specific target market.
  4. Create advertising and sales promotion materials using basic advertising techniques.
  5. Outline a personal selling technique for the appropriate type of product or service.

Outcome Assessment Strategies

Assessment methods may include: examinations, quizzes, homework assignments, research papers, and small group problem-solving of questions arising from application of course concepts and concerns to actual experience, oral presentations.

Course Activities and Design

The determination of teaching strategies used in the delivery of outcomes is generally left to the discretion of the instructor. Here are some strategies that you might consider when designing your course: lecture, small group/forum discussion, flipped classroom, dyads, oral presentation, role play, simulation scenarios, group projects, service learning projects, hands-on lab, peer review/workshops, cooperative learning (jigsaw, fishbowl), inquiry based instruction, differentiated instruction (learning centers), graphic organizers, etc.

Course Content (Themes, Concepts, Issues and Skills)

  1. Integrated Marketing Communication
  2. Promotion as part of the total Marketing Mix
  3. Goals of Promotion: Informing, Persuading, Reminding
  4. Promotional Mix: Advertising, Public Relations, Personal Selling, Sales Promotions, Social Media
  5. Factors Affecting the Promotional Mix such as product/service life cycle
  6. Types of Advertising
  7. Media Decisions in Advertising
  8. Public Relations
  9. Sales Promotion and its Tools for Consumer and Business Promotions
  10. Personal Selling and the Steps in the Selling Process, including the four basic selling formats
  11. Use of Social Media in Promotions