COM 64100 Introduction to Integrated Marketing Communication

(3 credit hours)

Format: Online
Duration: 8 weeks
Credits: 3 credits

Having integrated and consistent messaging across traditional and social media channels is increasingly vital for organizations to stand out in a fast-paced and competitive business environment. As communication tasks converge into one large integrated function, strategic professionals need the skills to combine public relations, marketing, sales and advertising/promotion.

The role of the integrated marketing communication practitioner is to ensure the consistency of the brand story and message across all areas of communication, with a focus on supporting the marketing and sales cycle. This course is designed to give you the skills in an area where collaboration and career paths between the corporate and communication teams are becoming more common.

What You’ll Learn in COM 61000

You will gain an introduction to advertising, promotion, public relations, social media and measurement/evaluation tools and communication theories, as they relate to integrated marketing communications. This knowledge will help you in strategic planning to convey an integrated corporate brand across all of an organization’s communication channels. Specific topics include:

  • How to create integrated marketing communication (IMC) strategies, plans and campaigns
  • The role of branding, position and public relations in IMC
  • Using new and social media within the IMC context
  • The role of traditional marketing and advertising tools and formats in IMC programs and campaigns

Course Learning Outcomes

Upon completion of COM 61000 Introduction to Integrated Marketing Communication you will be able to:

  • Identify and describe the different components of IMC.
  • Defend the value of IMC for an organization.
  • Understand and appraise the business environment in which IMC operates.
  • Prepare written artifacts of IMC that are based on theories of communication, marketing and public relations, including a SWOT analysis and a media plan.
  • Critique IMC plans from a management perspective.
  • Apply principles and theories of IMC across each IMC function (e.g., public relations, marketing, advertising/promotion, etc.). 

*Disclaimer: Course content and outcomes may vary and are subject to change without notice.
**Official course number will be assigned upon approval from the Graduate School

Request More Information
To learn more about the online MS in Communication curriculum from Purdue University, including Integrated Marketing Communication, call (877) 497-5851 to speak with an admissions representative or request more information.