Integrated Marketing Communication

Paul A. Lucas, Integrated Marketing Communication, Spring 2017

Course Description and Objectives:

Why study marketing as a part of a Liberal Arts/Humanities/Communication education?
Integrated Marketing Communication (IMC) is a form of persuasion that invites audiences to participate in an organization’s story and mission.
IMC allows organizations to publicize their marketing messages, although some approaches to marketing can be both risky and expensive. As such, we will look at the construction and creation of marketing messages, as well as the way those messages impact consumers and target audiences. The success of IMC depends on researching well, asking good questions, and planning messages that really speak to the audience. In this course, we will work on all three.

When studying IMC, we are not only building professional skills essential for integrated marketing practice, but we are also building on our understanding of what it means to craft arguments and ideas. In this course, then, you will:

- Discover the persuasive practice of IMC from a conceptual/rhetorical and practical perspective
- Build research and writing skills necessary for professional success in IMC and related fields
- Learn basic tenets of campaign/IMC planning
- Explore the importance and impact of IMC within culture and society

Required Text:

Sheehan, K. B. (2014). Controversies in contemporary advertising (2nd ed.). Los Angeles: Sage Publications, Inc.

Paul A. Lucas, Integrated Marketing Communication, Spring 2016

Course Description:

This course will examine the persuasive practice of IMC from a conceptual/rhetorical and practical perspective, build research and writing skills necessary for professional success in IMC and related fields, teach basic tenets of campaign/IMC planning, and explore the importance and impact of IMC within culture and society.

Required Texts:

-Sheehan, B. L. (2014). Controversies in contemporary advertising (2nd ed.). Los Angeles: Sage Publications, Inc.

Paul A. Lucas, Integrated Marketing Communication, Spring 2015

Course Description:

This course will examine the persuasive practice of IMC from a conceptual/rhetorical and practical perspective, build research and writing skills necessary for professional success in IMC and related fields, teach basic tenets of campaign/IMC planning, and explore the importance and impact of IMC within culture and society.

Required Texts:

-Sheehan, B. L. (2014). Controversies in contemporary advertising (2nd ed.). Los Angeles: Sage Publications, Inc.

Paul A. Lucas, Integrated Marketing Communication, Spring 2013

Course Description:

This course will examine the persuasive practice of IMC from a conceptual/rhetorical and practical perspective, build research and writing skills necessary for professional success in IMC and related fields, teach basic tenets of campaign/IMC planning, and explore the importance and impact of IMC within culture and society.

Required Texts:

-Barber, B. R. (2008). Consumed: How markets corrupt children, infantilize adults, and swallow citizens whole. New York: Norton, W. W. & Company, Inc. (ISBN: 13-9780393330892)
-Percy, L. (2008). Strategic integrated marketing communication: Theory and practice. Boston: Taylor & Francis. (ISBN: 0750679808 OR 13: 9780750679800)
-Baek, T. H., & Morimoto, M. (2012). Stay away from me: Examining the determinants of consumer avoidance of personalized advertising. Journal of Advertising, 41(1), 59-76. (To be found through library databases)
-Von Freymann, J. W. (2010). An IMC process framework for a communications-based services marketing model. Journal of Promotion Management, 16, 388-410. (To be found through library databases)

Paul A. Lucas, Integrated Marketing Communication, Spring 2014

Course Description:

Integrated Marketing Communication (IMC) is a form of persuasion that invites audiences to participate in an organization’s story and mission. IMC allows organizations to publicize their marketing messages, although some approaches to marketing can be both risky and expensive. As such, we will look at the construction and creation of marketing messages, as well as the way those messages impact consumers and target audiences.

Required Texts:

Sheehan, B. L. (2014). Controversies in contemporary advertising (2nd ed.). Los Angeles: Sage Publications, Inc.

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