BMK812 - Integrated Brand Communications

Outline information
Semester
Schools offering this subject
Last revision date 2023-10-02 01:40:19.936
Last review date 2023-12-04 00:15:13.914

Subject Title
Integrated Brand Communications

Subject Description
This advanced course examines the multiplicity of integrated communication concepts, theories, and practices, and continues to build students? knowledge of strategic brand building activities, plans and programs that join brands and their stakeholders in long-term profitable relationships.  Students will discover why industry leaders consider total integrated brand communications to be a dynamic, powerful driver of brand strategy when marketers and agencies ensure the marketing communications plan is well-orchestrated, and consistently executed and managed.

The course will focus on the integrated management processes and frameworks to conceptualize brand level marketing communications decisions and the desired outcomes from those decisions.  Students will develop the fundamental skills of integrated marketing communications planning and implementation, objective setting, media strategy planning, scheduling, budgeting, and analysis

The course teaches the role of persuasion in integrated brand communications, the value of public relations and relative attractiveness of cause-oriented and event-oriented investment partnerships.

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.Develop specific communication objectives based on examining brand business & consumer strategies and challenges.
2.Apply target audience & positioning strategies in various strategic integrated communication planning initiatives to solve B2B, Corporate, and B2C communication challenges.
3.Design media optimization strategies using consumer and media research essential to ensure the effectiveness of the media buy.
4.Recommend digital and social media ecosystem channels necessary to drive customer engagement and collaboration to support brand building objectives.
5.Develop an Integrated Communication Plan that aligns with brand strategy, consumer media patterns and internal cross functional management goals to deliver a unified vision that delivers business results
6.Assess the consequences of intentional and unintentional marketing communications actions and  determine how to re-establish brand loyalty and relationships.
7.Understand the social impact, ethical and environmental responsibilities of brand communications including the complexity of international brand communication.
8.Develop networking skills to grow professionally, advance career opportunities, and business success.

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: 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.