MRK317 - Integrated Marketing Communications 1

Outline info
Last revision date 2018-07-04 11:37:11.658
Last review date 2018-07-16 00:15:00.735

Subject Title
Integrated Marketing Communications 1

Subject Description
Integrated Marketing Communications (IMC) involves coordinating the various marketing communication activities to develop a unified communication plan to maximize the impact on the intended target audience. Students study various components of IMC (advertising, public relations, direct response, etc.) within the context of the Canadian communications environment. Students apply what they have learned through the preparation of an Integrated Marketing Communication Plan.

Credit Status
MRK317 is a credit subject for the 2-year Business Marketing Diploma Program and the 3-year Business Administration Marketing Diploma Program.

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

1. Explain the importance of developing an integrated marketing communications (IMC) plan.

2. Demonstrate IMC's role in achieving marketing objectives.

3. Describe the role and importance of brand identity, brand equity and brand management in development of integrated marketing communication plans.

4. Apply the concepts of market segmentation and brand positioning.

5. Analyze the role the various IMC elements play in an integrated marketing communications plan.

6. Create a comprehensive integrated marketing communication plan using the IMC elements that most ideally achieve marketing communication strategy.

7. Allocate the IMC budget to achieve the stated objectives of the IMC plan.

8. Incorporate evolving technologies, as appropriate, into the development of an IMC plan.

9. Examine how consumer behaviour and preferences, past sales, competitive activity, and other factors affect the development of IMC strategy.

10. Identify regulations, social issues and bodies that govern and regulate marketing communication on Canada.

11. Evaluate the effectiveness of "real world" communication activities and resulting messages by evaluating and existing brand's IMC campaign and relevant marketing mix elements.

12. Support ideas effectively and professionally in verbal and written communications.

13. Demonstrate and accept responsibility for all group activities.

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.


Topic Outline

  • What is IMC
  • Inputs for IMC planning
  • Strategic Planning principles
  • Agency types / special services
  • Branding strategy
  • Advertising Planning- creative
  • Advertising Planning- traditional media
  • Pricing media
  • Planning for online and interactive communications

Mode of Instruction
This course is delivered online. This may involve the use of digital materials and/or a text, group discussions, interaction with your instructor and online activities.

Prescribed Texts
Title:         Advertising and Promotion: An Integrated Marketing Communications Perspective
Author:      Belch, Belch, Guolla
Publisher:  McGraw
Edition:      6th Cdn.
ISBN (13): 9781259272301

(Updated for Fall 2017)

Reference Material
Strategy Magazine, Marketing Magazine, Advertising Age, other business publications.

Required Supplies

Promotion Policy

Grading Policy
A+ 90%  to  100%
A 80%  to  89%
B+ 75%  to  79%
B 70%  to  74%
C+ 65%  to  69%
C 60%  to  64%
D+ 55%  to  59%
D 50%  to  54%
F 0%    to  49% (Not a Pass)
EXC Excellent
SAT Satisfactory
UNSAT Unsatisfactory

For further information, see a copy of the Academic Policy, available online ( or at Seneca's Registrar's Offices.

Modes of Evaluation
Assignments are due on the dates specified. Should extenuating circumstances arise, please contact your instructor prior to the assignment due date so that an appropriate course of action can be established. Late assignments may be subject to a penalty of up to 10% per week and will not generally be accepted beyond two weeks from the due date.

In cases of cheating or plagiarism, the College Academic Policy will prevail. Please ensure that all assignments and reports are properly documented.

Students are referred to the following website for Seneca College Library style guides, Academic Honesty Policy and Copyright guidelines:   http:/

Dates for evaluations are specified in the weekly schedule addendum to this outline. The evaluation process may include, but is not limited to, tests, exams, assignments or presentations. Any absences or missed submissions due to medical or other reasons must be supported by medical or other appropriate documentation within one (1) week of the due date. The faculty and program area must be notified immediately in the event of a missed evaluation. Upon acceptance of the documentation, the weighting of the missed deliverable will normally be applied to the final exam.

English Competency
The ability to communicate effectively is essential for success in business. Therefore, you must demonstrate English competency in this subject in both oral and written work. Ensure your written work includes correct sentence structure, spelling and punctuation. Always spell check, edit and proofread your work.

Grading is based on the following marking scheme:

Tests (3)  50%
Assignment  10%
Participation  10%
Final Exam*  30%

*Final Exams:  The final exam for online courses must be written at the Test Centre of the College at which you registered.  If you are unable to do so, please make alternative arrangements through the College at which you registered.  All the academic policies of the College at which you registered apply. This includes, but is not limited to policies related to grading, supplemental exams, deferred exams and accommodations.


Academic Program Manager:
Emiliano Introcaso

Approved by: Academic Program Manager Emiliano Introcaso