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Course description

Examine the key components of Integrated Marketing Communications (IMC), including research, planning, organizing, budgeting, managing and evaluating marketing communication plans. Learn how to build a brand by developing a strategic, integrated marketing plan, creating relationships, reaching target markets and measuring results. Use communication tools to develop an IMC plan on any budget.

Course outline

Upon completion of this course, students will be able to

  • explain the advantages of Integrated Marketing Communications (IMC) compared to traditional marketing  
  • analyze the key components of a strategic communications plan  
  • apply important aspects of the communications process to reach audiences  
  • use different tools and channels to support an integrated marketing strategy  
  • develop an integrated marketing communications plan, including market analysis, creative strategy, marketing communication mix, tactical planning, budgeting, scheduling and measurement to determine success.
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This course is not currently open for registration. If you have any questions, please contact us at ceregservices@mtroyal.ca.
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