MRK317 - Integrated Marketing Communications I

Outline information
Semester
Schools offering this subject
Last revision date 2024-01-29 00:50:32.649
Last review date 2024-02-05 00:15:03.071

Subject Title
Integrated Marketing Communications I

Subject Description
This course will introduce key marketing concepts related to the promotions mix in an IMC (Integrated Marketing Communications) framework. Students will be introduced to the foundation of IMC and communication concepts specifically as they relate to influencing consumer behaviour. This course focuses on advertising as part of the promotional mix and explores creative approaches and media alternatives, including the internet and social media options, needed to prepare and justify different marketing communication approaches to create brand interest and ultimately brand loyalty. The advantages, pricing, and measurements of different types of media will also be explored.

Credit Status

MRK317 is a credit subject for the 2-year Business - Marketing Diploma Program (BMT), the 2-year Business Administration - Marketing Diploma Program (BAM), and the 3-year Business Administration – Marketing Advanced Diploma Program (BAM).

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

In-Class/Flex/Online Synchronous
Upon successful completion of this subject the student will be able to:
 
Students receiving a credit for this course will have demonstrated their ability to: Explain the importance of integrated marketing communications (IMC) campaigns including strategies, tactics, and objectives for an organization's brand and its effects on buyer behaviours. Discuss the purpose of behavioural and communication objective setting in an IMC plan. Demonstrate positioning and repositioning strategies of a brand within an industry. Analyze various creative and styles used in advertising to persuade buyer behaviour. Analyze various forms of measurements that a marketer could utilize in the monitoring of an IMC campaign. Construct a comprehensive creative brief for an IMC campaign. Design an IMC plan to meet the needs of a client.
 
Online Asynchronous
Students receiving a credit for this course will have demonstrated their ability to: - Analyze the consumer decision-making process and their behaviours as it relates to integrated marketing communications (IMC). - Discuss the reasoning for the development of objectives in achieving goals in an IMC campaign. - Evaluate creative strategy and tactics in the development of an advertisement. - Explain the ability to measure and monitor the effectiveness of achieving the goals of an IMC campaign. - Analyze digital, social media, and traditional methods in the delivery of an IMC campaign strategy. - Construct an IMC campaign.

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.

Academic Integrity
Seneca upholds a learning community that values academic integrity, honesty, fairness, trust, respect, responsibility and courage. These values enhance Seneca's commitment to deliver high-quality education and teaching excellence, while supporting a positive learning environment. Ensure that you are aware of Seneca's Academic Integrity Policy which can be found at: http://www.senecapolytechnic.ca/about/policies/academic-integrity-policy.html Review section 2 of the policy for details regarding approaches to supporting integrity. Section 2.3 and Appendix B of the policy describe various sanctions that can be applied, if there is suspected academic misconduct (e.g., contract cheating, cheating, falsification, impersonation or plagiarism).

Please visit the Academic Integrity website http://open2.senecac.on.ca/sites/academic-integrity/for-students to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.

Discrimination/Harassment
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 student.conduct@senecapolytechnic.ca.

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 Accessibility Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.

Camera Use and Recordings - Synchronous (Live) Classes
Synchronous (live) classes may be delivered in person, in a Flexible Learning space, or online through a Seneca web conferencing platform such as MS Teams or Zoom. Flexible Learning spaces are equipped with cameras, microphones, monitors and speakers that capture and stream instructor and student interactions, providing an in-person experience for students choosing to study online.

Students joining a live class online may be required to have a working camera in order to participate, or for certain activities (e.g. group work, assessments), and high-speed broadband access (e.g. Cable, DSL) is highly recommended. In the event students encounter circumstances that impact their ability to join the platform with their camera on, they should reach out to the professor to discuss. Live classes may be recorded and made available to students to support access to course content and promote student learning and success.

By attending live classes, students are consenting to the collection and use of their personal information for the purposes of administering the class and associated coursework. To learn more about Seneca's privacy practices, visit Privacy Notice.