MRK517 - Integrated Marketing Communications II

Outline info
Last revision date 2018-07-04 13:21:46.204
Last review date 2018-07-04 13:21:46.205

Subject Title
Integrated Marketing Communications II

Subject Description
In this subject students will build on and expand their knowledge in the areas of: sales promotion, public relations, direct marketing, internet and interactive media. The subject will focus on showing students how to utilize these tactics to capture the attention of the intended target market and communicate the planned message to generate a reaction.

Credit Status
One full credit.

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

1. Demonstrate an understanding of the role of sales promotion in an integrated marketing communications program of a company and explain why it is increasingly important.
2. Explain the various objectives, strategies and tactical components of a sales promotion plan.
3. Explain consumer and trade promotion strategy options and the factors to consider in using them.
4. Describe the roles of public relations in the promotional mix.
5. Demonstrate an understanding of public relations and its strengths and weaknesses.
6. Compile a public relations plan.
7. Demonstrate an understanding of the reasons for corporate advertising and its strengths and limitations.
8. Recognize the purpose of direct marketing as a communication tool.
9. Identify the strategies and tactics involved in direct marketing.
10. Demonstrate the use of direct marketing media.
11. Explain the different ways the internet is used to communicate.
12. Demonstrate an understanding of the strengths and weaknesses of the internet and interactive media.
13. Demonstrate an understanding of the role of internet marketing and interactive media in an Integrated Marketing program.
14. Evaluate the effectiveness of strategies, tactics and programs using a number of quantitative measures.

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

  • Introduction and overview
  • Sales promotion
  • Public relations
  • Corporate advertising
  • Direct marketing
  • Internet and interactive media
  • Other direct response media 

Mode of Instruction
This subject 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

Textbook Title: Advertising & Promotion: An Integrated Marketing Communications Perspective
Author: Belch, Belch, Guolla
Publisher: McGraw
Edition: 6th Cdn
ISBN: 9781259272301

Reference Material

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 course 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:

Discussion forum participate 25%
Individual case study #1 15%
Individual case study #2 15%
Individual case study #3 15%
Group assignment paper 20%
Group assignment presentation 10%

* 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