CAB270 - Integrated Marketing Communications II

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Last revision date Apr 6, 2020 8:28:52 AM
Last review date Apr 6, 2020 8:29:18 AM

Subject Title
Integrated Marketing Communications II

Subject Description
This subject is designed so students will understand, develop and know how to create effective IMC Programs for greater longer-term value for the client's business. This subject will build upon the learning outcomes of the first semester introductory IMC subject CAB190. Students will learn to use provable metrics for better success, and be able to make extensions to CRM and the lifetime value of the customer. Learning topics will include: using research to define customers and prospects according to their behavior and their media habits: creating IMC Programs that achieve objectives from awareness to engagement, action and customer loyalty; designing advertising testing techniques; measuring integrated Advertising effectiveness, and connecting IMC Plans and Programs to better Brand Management and to the lifetime value of the customer. In addition, the student will learn and develop effective Project Management techniques.

The students will learn individually and in teams, on both off-line and online platforms, using a mix of lectures, relevant literature, and case studies. The key learning technique will be experiential in design, using a real-world challenge to meet an Advertising Agency need for a full IMC Plan. This subject will be "organically" connected with other courses, including Creative Concept Development, Consumer Research, and Media Planning.

Credit Status
Creative Advertising Diploma Program

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

1) Principles, Processes and Tools: Demonstrate enhanced knowledge of the principles, processes and tools used in the industry today to build an effective IMC Plan that will produce the desired results. Use tools and processes to understand all the other elements of the marketing mix and their connections to communications strategies and tactics as the foundation for “holistic” marketing communications.

2) Seamless Messaging: Apply learned principles to integrate multiple marketing communications platforms efficiently and effectively in order to have a seamless message and delivery plan.

3) Client Needs: Effectively follow and work within a client company’s guidelines as itemized in an IMC Brief. Understand the connections between product, pricing, distribution and communications and connections between B2B and B2C and “above the line” and “below the line”.

4) Budget Parameters: Work within a pre-determined budget to devise an Integrated Marketing Communications (IMC) Plan.

5) Critical Thinking: Be able to think critically to both define a problem and use tools to solve it

5) Pre-Campaign Research: Use research tools to define customers and prospects according to a variety of segmentation variables, including demographics, psychographics, media habits and shopper behavior patterns

6) Communications Research: Use strategic, valid and reliable market and media and advertising research methods to justify the IMC strategies and tactics for execution.

7) Creative Strategy: Develop, rationalize and incorporate a Creative Strategy into an IMC plan.  Use methods that capture Insights and the foundation for Big Ideas that connect to consumers.
8) Use of Multi-Media and Other IMC Platforms: Incorporate multi-media platforms into the IMC plan, for objectives ranging from awareness to interest/buzz, engagement, action, customer loyalty and brand advocacy. Use other IMC Platforms, ranging from Public Relations and Sales Promotion to Event Marketing and Sponsorship. Use DR tools to be able to make extensions to CRM and the lifetime value of the customer.

9) Presentation Delivery: Present an IMC plan verbally and in writing and rationalize it vis-à-vis the client’s original Brief.
10) Team Participation: Be an active participant contributing effectively to the assigned tasks and the process of group work within in-class and/or workshop exercises for evaluation.

11) Project Management (PM) & Deadlines: Be able to use PM processes and procedures . Be able to respect, work towards and meet all agreed deadlines for final delivery of the IMC plan. Be able to use free, open source PM software.

12) Measure IMC results: measure Integrated Advertising effectiveness, and connect IMC Plans and Programs to better Brand Management and to the lifetime value of the customer. Apply basic Return on Investment (ROI) metrics for the IMC Plan.

13) Be an active participant contributing effectively to the assigned tasks and the process of group work within in-class and/or workshop exercises for evaluation.
14) Understand the purpose of, and effectively meet all deadlines and project requirements. 

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: 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.

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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.