Welcome to MKTG 4300 - Intergrated Marketing Communications - at Otterbein University. In this course, we will learn how firms develop a message and how to spread that message to a specific customer segment. The required textbook remains available through Stukent.
Content related to the group IMC campaign project can be accessed via this link.
Throughout the term, we will work on a supplemental assignment, Coca Cola Energy. Most of these assignment will be completed or at least started during class. All materials can be found in this folder.
Supplemental reading, which will be announced in class and/or by email, remain available in this folder.
Finally, the course syllabus is available by clicking this link.
are available by clicking each link. Students are strongly encouraged to consult these resources to help them succeed in the course.
Description & Objective
Integrated marketing communication tools allow a firm to talk with and listen to suppliers and customers. Emphasizes the integrated use of advertising, sales promotions, public relations, the Internet, and non-traditional forms of promotions to ensure consistent messages are sent to all audiences.
Specifically, integrated marketing communications (hereafter IMC) represent efforts by an organization to communicate to (and sometimes with) relational partners including suppliers, customers, and competitors, and reflect the organization’s ability to manage efficiently and/or effectively its resource. Hence, the overarching objective of this course is to understand how the allocation of resources related to IMC allows a firm to improve or maintain its competitive position in the marketplace, and, ultimately, improve or maintain its financial performance. In this course, we will explore this objective through assigned course readings, supplemental readings and assignments, IMC-related metrics, and client-centered project.