This document outlines the course details for MKM803 Integrated Marketing Communications at Seneca College for Fall 2021. The course is taught by Professor David Ward and explores integrated marketing communication (IMC) models, principles, and concepts. Students will learn to develop IMC plans, evaluate creative strategies, and analyze appropriate media mixes. Assessment includes assignments on strategic communications, a client brief, direct marketing, and a full IMC plan. Upon completing the course, students will be able to apply IMC frameworks, develop client briefs, evaluate creative impact, and create comprehensive IMC plans that adhere to industry standards and ethics. The document lists learning outcomes, grading criteria, required materials, and a weekly schedule of topics.

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SENECA COLLEGE OF APPLIED ARTS AND TECHNOLOGY
SCHOOL OF MARKETING
FALL 2021
MKM803 Integrated Marketing Communications
Professor(s) David Ward
Office: Virtual Meetings - Zoom
Email: david.ward@senecacollege.ca
Approved By: Chris McCracken, Chair
Subject Description:
Corporate industry leaders recognize the value of integrating a unified brand vision to communication efforts to
achieve consistency, message synergy, drive brand value, and obtain maximum investment results. This
course explores IMC models, principles, theories, and concepts that make up an organization's promotional
mix and provides a strategic framework to develop results oriented integrated marketing communications
(IMC) plans. The course examines the promotional tools, creative message execution techniques, and multi-
media, multi-channel and multi-targeting decisions that underlie effective marketing communications. Topics
include, the essential functions performed by advertisers, agencies and specialized "MarCom" service
providers in the planning, management, and control of IMC campaigns.
The course highlights Canadian Advertising Practices, Standards, Privacy Policies, reinforcing the essential
practices required to ensure corporate, social, and ethical responsibilities and privacy laws.
Learning Outcomes:
Upon successful completion of this subject the student will be able to:
1. Apply the strategic principles, theories, and framework of Integrated Marketing Communications to protect the
integrity and strategic core brand values.
2. Evaluate the roles and responsibilities of the client, agency, and specialized service providers in the planning,
management, and evaluation of Integrated Marketing Communication tactics, activities, and plans.
3. Develop a well written, directional Client Brief to support the brand’s strategy, communication objectives, and
positioning to inspire and lead the development of a purposeful, effective, and measurable, ‘integrated
marketing communication’ plan.
4. Apply the communication code of effectiveness models and frameworks to determine and evaluate the impact
and consistency of the intended brand’s communication goals.
5. Evaluate creative message impact in terms of achieving communication objectives, strategic execution, and
production deliverables.
6. Analyze key strategic media concepts, alternative media forms to determine the most appropriate media mix
and scheduling strategies to effectively reach the right audience and the right time and place.

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7. Develop a comprehensive, 360-degree Integrated Marketing Communication Plan that aligns with the Brand’s
Strategic and internal cross functional management ROI goals and to deliver a unified vision across all
platforms, channels, and activities, within the parameters of the marketing budget.
8. Understand and apply discipline-specific advertising practices that adhere to the Canadian Advertising
Associations Code of Ethics, Standards Privacy Laws, and Corporate Social Responsibility.
9. Communicate effectively and professionally in verbal and written formats.
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.
• Execute mathematical operations accurately.
• 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.
Grading and Assessment:
Assessment Weight Due
Assignment 1 Strategic Communications 15% Week4
Exam Midterm – Online 20% Week7
Assignment 2 Client Brief 20% Week9
Assignment 3 Direct Marketing 20% Week12
Assignment 4 IMC Plan 25% Week14
Textbook and Materials:
Primary Textbook: Advertising & IMC Principles and Practice, 11th
Edition 2019.
Sandra Moriarty, University of Colorado - Boulder
Nancy Mitchell, University of Nebraska - Lincoln
Charles Wood, University of Tulsa
William D. Wells
Format: On-line Supplement
Weekly Schedule: All Classes Live Synchronous Online Classes

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Topic(s)
Learning
Outcomes
Covered
Text and Materials
covered
Assessments
Homework/Tests/
Assignments
Week 1 PART 1
IMC Overview
Chapter 1 Strategic Brand
Communication
LO #1 and
#2
*The Marketing Foundation
.
*The Role of Integrated
Marketing Communications.
*How Brands Acquire
Meaning: Purpose and Value
of Brand Positioning and
Brand Promise
Overview of IMC -
Chapter 16 – Page 482-487
Chapter 1: Pages 7 – 29
Develop Skills for Your
Career. (Page 28 – 29)
Week 2 Chapter 2
The Evolution and
Practice of Advertising
Chapter 3
Public Relations
Overview
LO #2 IMC Objectives
Advertising Functions.
Common Types of
Advertising.
The Advertising World
The Media
Types of Agencies
Changes In the Practice of
Advertising.
Canadian Advertising
Standards.
CRTC/Competition Bureau/
Textbook: Pages 35 – 39,
47-60
Page 65- 85 Inclusive
* Advertising and Media
Relations. Page 77 -83
* What is Trending in Public
Relations?
Week 3 PART 2 –
Chapter 5
HOW BRAND
COMMUNICATIONS Work
Effectively.
The Power of Integrated
Brand Communication
How Brand (IMC)
Communication Works:
Principles, Concepts and
Theories.
The Effects Behind
Effectiveness
Chapter 4: Promotions
Trade Channel Push
Pull Multiplatform
Promotion Strategies.
LO #1 – 4
Digital Marketing
*The Interactive
Communication Model.
*The Effects Behind
Effectiveness.
Factors That Drive
Behavioral Response
Integrated Digital Elements
Trade/Consumer Promotion.
How Promotions are Used.
Push and Pull Strategies.
Databases and Why They
Are Important.
Textbook: Pages 123 – 153.
Interactive Communication
Model. Page 127
*The Facets of Impact Model
Page. 131 Fig.5.4
* The Synergy Requirement
– Page 134
*The Power of Brand
Communications Page 149.
*Strong and Weak Effects.
Study: Factors that Drive
Persuasion Facet: Believe
Page 143.
Page 101 -116.

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Week 4 Chapter 6
Strategic Research:
(Highlights only) Students
are taking Applied
Research.
Chapter 7
Segmentation and
Targeting the Ideal
Customer.
LO #5
*Consumer Insight
Page 160 (only)
*Types of Segmentation–
Page 197
*Profiling Audiences Page
199 – 207
DUE: Assign1 15%
Strategic Communications
Textbook Pages 184 - 213
Practice Sessions: Beyond
Demographics.
Week 5 Chapter 8
Strategic Planning:
What is Strategic
Planning?
Brand Communication/IMC
Planning.
Key Strategic Decisions
Brand Identity Strategy
Brand Positioning Strategy
LO #1 - 6 IMC campaigns
CMA: Inspiring Campaigns
Briefing Instructions.
Client Brief Samples
Practice Session: Writing
SMART Communication
Objectives.
Textbook: 218 – 243
Inclusive
THE CLIENT BRIEF
Page 241.
Week 6 PART 3: Chapter 9
The Creative Side
*Catch up/
Exam Review
LO #3, #4,
#5
*Catch up/
Exam Review
Client Brief Examples
Textbook: 246 – 277
inclusive.
Strategic Thinking Pages
254 – 256,
Week 7 MIDTERM EXAM
online
MIDTERM EXAM 20%
STUDY
WEEK
NO CLASS
Week 8 PART 4:
Chapter 12
Media Basics - Brand
Communication Planning.
Media In a World of
Change.
LO 1- 8 IMC Review
CMA Brief
Textbook: Pages 346- 370
Inclusive.
Week 9 Chapter 13/14
Group Work Period
LO 6/7/8
Group Work Period
DUE: Assign 2 Client Brief
20%
Week 10 *Chapter 15
Media Planning
Key Steps in Media
Planning.
LO
#6/#7/#8
Direct Marketing
*Communication Media
Objectives.
*Writing Media Objectives.
*Media Strategies
Scheduling Strategies,
*Media Metrics and Analytics
*
Review Figure 15.1. & 15.3
Online Pricing: Page 447
Textbook: Pages 440 - 475
Scheduling Strategies
Media Metrics and Analytics
Page
Week 11 PART 5
Chapter 16
IMC Management and
Implementation
LO
#7/#8/#9
IMC Management
Outline the key parts of an
IMC campaign plan.
Moving from Media Channels
to Contact Points, and Touch
Points.
Textbook: Pages 482, 484,
486
Message Strategy: 493
IMC Media and Contact
Points: 495
Cross Media Integration –
497-498

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Week 12 Chapter 17 Evaluating IMC
Effectiveness
Brand Communication
Impact: Did It Work?
Evaluating the IMC
Message.
The Synergy Problem
Page 529.
LO #1 - 9 Integrated Marketing Plans
PPC Advertising
Sponsorships/Events/OOH/
Partnerships Investment
Opportunities/Challenges571
DUE: Assign 3 Direct
Marketing 20%
Textbook: Page 513 – 519
Week 13 Review IMC Structure
Review PPC
Strategy Timeline
Week 14 NO CLASS DUE: Assign 4 IMC Plan
25%
Discrimination/Harassment:
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 student.conduct@senecacollege.ca.
Accommodation for Students with Disabilities:
The College will provide reasonable accommodation to students with disabilities 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.
Missed Tests/Late Assignments:
Late Assignments: All Assignments due through SafeAssign online on or before 11:00pm on the date
specified. Missed or late assignments will not be accepted. Missing a deadline will result in a mark of zero.
Deadlines apply to both the date and time specified by the Professor. Exceptions may be made at the discretion
of the Professor only in the case of a serious, valid problem – illness or family emergency. Official
documentation required. Late assignments handed in after the submission deadline will be evaluated
however, the assignment receives an automatic zero.
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: http://www.senecacollege.ca/about/policies/academic-integrity-
policy.html 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 http://open2.senecac.on.ca/sites/academic-integrity/for-students to
understand and learn more about how to prepare and submit work so that it supports academic integrity, and to
avoid academic misconduct.

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