Integrated Marketing Communications I

Code: OLRN1541

Course description

This course will introduce key marketing concepts related to the promotions mix in an IMC (Integrated Marketing Communications) framework. Students will be introduced to the foundation of IMC and communication concepts specifically as they relate to influencing consumer behaviour. This course focuses on advertising as part of the promotional mix and explores creative approaches and media alternatives, including the internet and social media options, needed to prepare and justify different marketing communication approaches to create brand interest and ultimately brand loyalty. The advantages, pricing, and measurements of different types of media will also be explored.

Course details

Hours: 56
Credits: 4
Prerequisites: OLRN1595
Corequisites: None

Please note: This course is offered through OntarioLearn. To review important information such as textbook, exam and grade information, visit the OntarioLearn Information web page.

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Credit transfer

Have you taken this course or an equivalent course? Contact the Credit Transfer Office.

Registration dates

Not all courses are offered each term.

Spring 2022 registration opens February 7, 2022. Fall 2022 registration opens July 4, 2022.

Delivery options

In person: classes held in person on a campus/site in a classroom/lab/shop/studio for the course duration

Online - Asynchronous: ​100% online delivery with no assigned day or time requirements, independent course completion

Online - Synchronous: 100% online delivery with scheduled day and time course requirements

Hybrid: any combination of: in person, timetabled, on campus, online, and hyflex delivery