CAB190 - Introduction: Integrated Marketing & Communication

Subject Title
Introduction: Integrated Marketing & Communication

Subject Description
In this foundation course students will learn the principles and practices of Integrated Marketing Communication in Canada as a cross-functional process for creating and nourishing relationships between advertisers and their target markets. This is to be achieved by strategically controlling or influencing all messages sent to these groups and encouraging their engagement with the brand. In this subject, students learn how to integrate all of the marketing communication elements and why they are critical to an organization's (client) success. Advertising, public relations, sales promotion, event marketing, direct response marketing, online advertising, digital and social media, and experiential marketing must be integrated in order to present advertisers? message consistently and effectively in order to meet their objectives. Through group work and practical exercises, the student will learn how to develop consistent messages across all marketing communication elements to reach targets. The student will become familiar with the practices and terminology of the marketing communications industry.

Credit Status
Creative Advertising Diploma Program

Learning Outcomes
Upon successful completion of this subject the student will be able to:

1. Identify marketing fundamentals and a clear understanding of the way marketing communications interact with the other elements of the marketing mix.

2. Understand the distinction between advertising and other specialized MC disciplines.

3. Recognize the important role integrated marketing communications play, and the advantages/rewards of a well orchestrated MC integration in building consumer relationships in today's
    very competitive and highly fragmented market environment.

4. Be familiar with all the major forms of marketing communication services contributing to the marketing process.

5. Be able to make effective use of the terminology utilized by the marketing and communication industries.

6. Demonstrate theoretical and practical knowledge and skills sufficient to think through and actively contribute to the development of an Integrated Marketing Communication Plan.

7. Be an active participant contributing effectively to the assigned tasks and the process of group work within in-class and/or workshop exercises for evaluation.

8. Understand the purpose of, and effectively meet all deadlines and project requirements.

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.

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.

Cheating and Plagiarism
Each student should be aware of the College's policy regarding Cheating and Plagiarism. Seneca's Academic Policy will be strictly enforced.

To support academic honesty at Seneca College, all work submitted by students may be reviewed for authenticity and originality, utilizing software tools and third party services. Please visit the Academic Honesty site on http://library.senecacollege.ca for further information regarding cheating and plagiarism policies and procedures.

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 in order 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.