CAB190 - Introduction:Integrated Marketing & Communication

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Last revision date 2017-10-05 11:43:11.841
Last review date 2017-11-21 08:14:07.789

Subject Title
Introduction:Integrated Marketing & Communication

Subject Description
In this foundation course students will learn the principles and practices of Integrated Marketing Communication in Canada as a cross-functional process for creating and nourishing relationships with advertisers and their target markets. This is to be achieved by strategically controlling or influencing all messages sent to these groups and encouraging purposeful dialogue with them. In this subject, students learn how to integrate all of the marketing communication elements and why they are critical to an organization's (client) success. Advertising, public relations, sales promotion, event marketing, direct response marketing, online advertising, digital and social media, and experiential marketing must be integrated in order to present advertisers and their target markets with a consistent message, identity, or theme which contributes to brand equity for the organization. Through group work and practical exercises, the student will learn how to develop consistent messages across all marketing communication elements to reach targets. The student will become familiar with the practices and terminology of the advertising and marketing communications industries.

Credit Status
Creative Advertising Diploma Program

Learning Outcomes
Upon successful completion of this subject the student will be able to:

1. Explain how marketing communications interact with the other elements of the marketing mix to create a cohesive marketing strategy.
2. Differentiate between advertising and other marketing communications disciplines and allocate resources appropriately to maximize a company’s return on investment.
3. Describe the important role of integrated marketing communications in building brand equity and consumer relationships in today's competitive and fragmented markets.
4. Discuss the situations in which integrated marketing communications become necessary to engage consumers.
5. Demonstrate effective use of the terminology utilized by the marketing and communication industries.
6. Demonstrate theoretical knowledge required to construct an Integrated Marketing Communication Plan.
7. Contribute equally to group work in and out of the classroom to complete assigned tasks effectively and on time.

Essential Employability Skills
Communicate clearly, concisely and correctly in the written, spoken and visual form that fulfils the purpose and meets the needs of the audience.

Respond to written, spoken, or visual messages in a manner that ensures effective communication.

Apply a systematic approach to solve problems.

Use a variety of thinking skills to anticipate and solve problems.

Locate, select, organize, and document information using appropriate technology and information systems.

Analyze, evaluate, and apply relevant information from a variety of sources.

Show respect for diverse opinions, values, belief systems, and contributions of others.

Interact with others in groups or teams in ways that contribute to effective working relationships and the achievement of goals.

Manage the use of time and other resources to complete projects.

Take responsibility for one's own actions, decisions, and consequences.

Cheating and Plagiarism
Each student should be aware of the College's policy regarding Cheating and Plagiarism. Seneca's Academic Policy will be strictly enforced.

To support academic honesty at Seneca College, all work submitted by students may be reviewed for authenticity and originality, utilizing software tools and third party services. Please visit the Academic Honesty site on for further information regarding cheating and plagiarism policies and procedures.

All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Disabilities Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.