BMK812 - Integrated Brand Communications

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Last revision date Sep 30, 2019 12:00:44 AM
Last review date Dec 2, 2019 12:15:20 AM

Subject Title
Integrated Brand Communications

Subject Description
This subject examines the planning and management of a comprehensive communication plan from a strategic perspective. Advertising, sales promotion and other communication elements are used to develop an Integrated Brand Communication Plan.

Credit Status
One credit toward the Marketing Management Post-Diploma Program.

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

1. Bring together brand strategy and marketing communication practice through a strategic, systematic Integrated Marketing Communication planning process.

2. Apply the strategic planning process to optimize overall message development, marketing communication planning, whether consumer, business-to-business, retail or corporate.

3. Discover and apply critical consumer insight that synthesize the brand positioning strategy to present consistent messaging relevant to the audience.

4. Prepare a creative brief from the client brief to inspire the creative teams to provide a solution to the brand problem. Articulate the purpose of the brief, brand strategy, audience profile, communication objectives, tasks and media options, support claims, mandatories, and communication budgetary guideline.

5. Develop, an industry standard,  high-impact strategic Integrated Marketing Communications Plan for a client including communication strategies, creative and media plan, budget proposal and evaluation metrics across all media platforms.

6. Understand the objectives and values of The Canadian Code of Advertising Standards, general principles for ethical advertising outlined in the Canadian Code of Advertising Standards, and regulations governing the Canadian Radio-television and Telecommunications Commission (CRTC) Industry Canada and Health Canada.

7. Communicate effectively and professionally in verbal and written formats.

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.

Execute mathematical operations accurately.

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: 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 to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.

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