MRK317 - Integrated Marketing Communications 1

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Last revision date Sep 30, 2019 12:00:44 AM
Last review date Nov 11, 2019 2:47:06 PM

Subject Title
Integrated Marketing Communications 1

Subject Description
The key to successful Integrated Marketing Communications is planning, with the goal to deliver a consistent message. Effective IMC plays a significant role by protecting the integrity of company?s overall positioning, corporate identity, image and reputation. Marketers must conceive IMC as the entirety of touchpoints between the brand and customer where better, highly effective messaging, media and channel choices work seamlessly together. It demands a holistic approach to planning how a brand connects, engages and collaborates with its audience.
Students will learn the important role of marketers in the development of a strategic, integrated marketing communication planning process and how critical insight can lead to greater value and profitable results.
Students will develop a comprehensive IMC Plan applying the five-step strategic planning process. They will consider the advantages and disadvantages of various communication options, partnerships and associations and then select the best choices within strategic, ROI and budget parameters. This subject underscores the importance of brand message consistency.

Credit Status

MRK317 is a credit subject for the 2-year Business - Marketing Diploma Program (BMT), the 2-year Business Administration - Marketing Diploma Program (BAM), and the 3-year Business Administration – Marketing Advanced Diploma Program (BAM).

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

  1. Regulations and Control of the Advertising Industry: Explain the role and influence advertising laws, standards and regulations have in Canada and how they impact and guide marketing communications planning.
  2. Client /Agency Roles and the Managerial Process:  Understand the roles and challenges of the client- agency relationship and the value specialized services provide in the planning, management, and evaluation of an IMC campaign.
  3. Communications Research: Explore with whom the brand needs a dialogue; both qualitative and quantitative research is key to understanding the audience. Students will discover traditional notions of coverage and frequency are not guarantors of consumer interest.
  4. Client Brief:  Prepare a comprehensive written client brief containing all the essential components and framework provided by the Institute of Communication Agencies.
  5. Creative Strategy and Execution Styles:   Analyze, apply and rationalize various message presentation techniques and delivery styles. 
  6. IMC Theory, Principles, and Processes: Demonstrate a perceptive understanding of IMC’s role as the foundation for unified marketing communications through decisive analysis of the brand’s strategy, marketing mix and target audience alignment.  Students will discover exposure does not equal engagement.
  7. Media Planning: The media landscape continues to evolve radically.  Present and defend media strategy and execution recommendations including concentrated or assorted media, traditional and non-traditional mediums to drive engagement, collaboration, action, customer loyalty, and profitability.
  8. Finalizing and Implementing the IMC Plan:  Apply methods to measure the effectiveness of every channel.  Return on investment (ROI) validation metrics and tracking measures necessary to effectively monitor, and refine the IMC plan.
  9. Allocating the Communication Budget: Determine ‘how much to spend’ on the communication budget. Organize and summarize the critical objectives, tasks and communication options necessary to best deploy the allocation of a pre-determined media budget.

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.

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.