MRK317 - Integrated Marketing Communications 1

Outline information
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Last revision date 2018-05-30 12:37:35.695
Last review date 2018-07-16 00:15:00.737

Subject Title
Integrated Marketing Communications 1

Subject Description
Integrated Marketing Communications (IMC) involves coordinating the various marketing communication activities to develop a unified communication plan to maximize the impact on the intended target audience. Students study various components of IMC (advertising, public relations, direct response, etc.) within the context of the Canadian communications environment. Students apply what they have learned through the preparation of an Integrated Marketing Communication Plan.

Credit Status
MRK317 is a credit subject for the 2-year Business Marketing Diploma Program and the 3-year Business Administration Marketing Diploma Program.

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

1. Explain the importance of developing an integrated marketing communications (IMC) plan.

2. Demonstrate IMC's role in achieving marketing objectives.

3. Describe the role and importance of brand identity, brand equity and brand management in development of integrated marketing communication plans.

4. Apply the concepts of market segmentation and brand positioning.

5. Analyze the role the various IMC elements play in an integrated marketing communications plan.

6. Create a comprehensive integrated marketing communication plan using the IMC elements that most ideally achieve marketing communication strategy.

7. Allocate the IMC budget to achieve the stated objectives of the IMC plan.

8. Incorporate evolving technologies, as appropriate, into the development of an IMC plan.

9. Examine how consumer behaviour and preferences, past sales, competitive activity, and other factors affect the development of IMC strategy.

10. Identify regulations, social issues and bodies that govern and regulate marketing communication on Canada.

11. Evaluate the effectiveness of "real world" communication activities and resulting messages by evaluating and existing brand's IMC campaign and relevant marketing mix elements.

12. Support ideas effectively and professionally in verbal and written communications.

13. Demonstrate and accept responsibility for all group activities.

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.

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.