integrated marketing communication (sim 8)assignment

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13.30: Assignment- Complete Marketing Plan

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• Page ID 48218
• Lumen Learning

Resubmission recommendation: We recommend giving students an initial due date to complete Part 3 of the Marketing Plan after Module 13: Promotion: IMC. Then, after students have received some instructor feedback, in lieu of a final exam, we recommend allowing the students to revise and resubmit their final, improved Marketing Plan with a final due date prior to the end of term.

Student Instructions: Complete the following information about the organization and products and/or services you will focus on as you develop a complete marketing plan throughout the course. You may need to do research to get answers to the questions below. The subject for this assignment should be the organization and products and/or services you identified for the Marketing Plan, Parts 1 and 2 Assignments.

When you submit this assignment, you should submit it as a complete marketing plan, including all your work from Marketing Plan Assignments, Parts 1 and 2. All elements of your marketing plan should be complete. You may incorporate improvements to earlier sections of the plan, based on prior feedback from your instructor.

Marketing Mix (Four Ps)

Product strategy.

Briefly describe your product or service. Where is it in the product life cycle? What recommendations do you have for improving the offering to fit your target market’s needs? Be sure to consider:

• What level of quality and consistency does the offering have?
• How many features does it have and can they be removed or added?
• How well does your product or service deliver what the customer values? How can it improve?
• What improvements would help your offering compete more effectively?

Pricing Strategy

How is your product or service priced today? How does this compare to competitors, assuming competitors are at or near break-even point with their pricing? Analyze pricing alternatives and make recommendations about pricing going forward based on the following:

• How sensitive are your customers to changes in price?
• What revenue you need to break even and achieve profitability?
• What does the price says about your product in terms of value, quality, prestige, etc.?

Place: Distribution Strategy

What is your current distribution strategy? What missed opportunities or disconnects are you seeing in this distribution approach? Make recommendations about your future distribution strategy based on the following:

• What are the best distribution channels and methods for you to use, and why?
• Will you have a retail outlet and if so, where will it be located?
• In what geographic area(s) will your product/service be available?

Promotion: Integrated Marketing Communications Strategy

Use the template below to lay out your design for a marketing campaign aimed at your target segment.

How will you achieve your goal? What promotional or engagement strategies will you use? Think creatively about campaigns you’ve seen for companies or brands that have caught your attention, and how your campaign will make an impact on your target audience. Will your campaign influence? Engage? Educate? Nurture? Build awareness? Etc.

Example: Use email marketing, social media and a sales promotion (prize drawing at conference) to encourage veteran attendees to post online about their experiences and plans for attending the user conference using the event hashtag. Use these testimonials to amplify dialogue about the conference (via social media), build awareness (via email marketing, Web site and targeted digital advertising) and convince peers they should attend.

In consideration of the of your previous analysis, you need to identify at least one goal for the campaign.

• Describe the target segment for your campaign.
• What is the goal you want to achieve with the campaign?
• What is your call to action?
• Make sure your goal is S.M.A.R.T. (specific, measurable, attainable, realistic, and timed.)
• Audience: HR professionals who are casual and power-users of Chumber systems
• Increase event registration by 20% by the start date of the annual user conference.
• Call to action: Register online today.

Identify the primary message for your campaign, 2-3 message pillars and proof points for each. Be sure to include a call to action that helps to achieve your goal. Remember that messages should align reinforce your positioning statement. Be sure to include a call to action that helps to achieve your goal.

• Primary Message: The annual user conference provides phenomenal value for training, professional development, peer networking and learning how to get the most out of your investment.
• Message Pillar: This conference welcomes you into a dynamic, well-connected and highly competent professional community.
• Proof Point: Veteran attendees return year after year because it is recharges their skills, knowledge and professional networks.
• Call to Action: Register online today.

Promotional Mix and IMC Tools

Identify the key marketing communication methods and specific IMC tools you will use in your marketing campaign. How will you use each of these tools? Look for ways different methods and tools can build on each other: advertising, direct marketing, public relations, digital marketing, guerrilla marketing, personal selling, sales promotion.

Digital Marketing

• Web site: Add testimonials from prior attendees, event hashtag, rolling hashtag Tweets box, social media buttons to make registration easy to share via social media

Direct Marketing

• Email marketing: Reach out to prior year’s attendees who are already registered. Ask them to post about plans to attend upcoming conference. Conduct email campaign with target audience list to generate awareness, interest, desire to attend conference.

Sales Promotion + Digital Marketing

• Contest/giveaway: Offer giveaway where Facebook, Twitter and LinkedIn posts trigger entries in a “conference evangelist” contest/giveaway to take place at conference opening session, one entry per social media tool per day

Sales Alignment

At what point(s) in the sales process (or sales funnel) does this campaign operate? Sales process stages are: 1) generate leads; 2) build relationships/discover needs; 3) present solution/resolve concerns; 4) close the sale; 5) monitor and follow up. How does your campaign support sales activity?

Measurement (KPIs—Key Performance Indicators)

How will you measure the success of the campaign? Select 3-6 KPIs (key performance indicators) that you will measure. Briefly explain why each KPI you select will be a good indicator of whether your campaign is successful.

Examples of KPIs:

• Total sales/revenue
• New/incremental sales
• Number of qualified leads generated
• Net Promoter Score
• Web site unique visitors
• Number of registrations/sign-ups
• Impressions – views of content
• CTR – click through rate
• Engagement – comments, likes, shares, pageviews, video views
• Followers – social media (Facebook, Twitter, LinkedIn, YouTube)

Budget: List marketing budget and resources required to execute your marketing campaign, and estimate what it will cost. Include items such as labor, materials and other expenses such as: print materials, online media tools or development, public relations services, design services, content development services, space or equipment rental, etc. Also, estimate the increased sales or revenue the campaign will generate for the company.

Add additional rows as needed.

Estimated campaign impact: [insert]

Action Plan

Outline the specific activities you must complete in order to execute your marketing campaign. Each element of your integrated marketing communications plan should be listed as a separate activity. List actions in the order they need to take place for the plan to be successful: first things first, later steps last. Follow-up activities and evaluation of campaign effectiveness also should be captured in this action plan. For the purposes of setting due dates in this action plan, you should assume you must complete the marketing campaign within 3–12 months.

Risk Factors

Contingency plans and risk management: You should consider the possible risks to your business and make contingency plans to address them. You note some possible risks under the “weakness” and “threats” sections of your SWOT analysis. Identify steps you can take to either reduce risks or work around them if they occur.

Executive Summary

Do this section last. This short summary should provide a holistic overview of your marketing plan. All of this information is covered in more detail in the rest of the marketing plan. For the Executive Summary, provide a clear, concise overview of the following points:

Company Description

Briefly description the organization and offerings (products and/or services) your marketing plan focuses on, and the problem(s) they solve.

Target Segment

Identify and briefly describe your target segment.

Competitive Advantage

Explain your organization’s competitive advantage.

Positioning Statement

Provide the positioning statement your marketing plan will apply.

Marketing Plan Objectives

List the objectives of marketing plan: What will it accomplish? Be as specific as possible: anticipated increase in sales, profits, market share, etc.

Sample Grading Rubric

Marketing mix (four ps) grading rubric.

Total points possible for Marketing Mix (Four Ps): 10 pts.

Goal Grading Rubric

Total points possible for Goal: 5 pts.

Approach Grading Rubric

Total points possible for Approach: 5 pts.

Messages Grading Rubric

Total points possible for Messages: 15 pts.

Promotional Mix and IMC Tools Grading Rubric

Total points possible for Promotional Mix and IMC Tools: 15 pts.

Sales Alignment Grading Rubric

Total points possible for Sales Alignment: 10 pts.

Budget Grading Rubric

Total points possible for Budget Grading: 10 pts.

Action Plan Grading Rubric

Total points possible for Action Plan: 10 pts.

Risk Factors Grading Rubric

Total points possible for Risk Factors: 10 pts.

Executive Summary Grading Rubric

Total points possible for Executive Summary: 10 pts.

Total points possible for Complete Marketing Plan Assignment (Marketing Mix Four Ps, Approach, Goal, Messages, Promotional Mix and IMC, Sales Alignment, Budget, Action Plan, Risk Factors, and Executive Summary) Tools: 100 pts.

Contributors and Attributions

• Assignment: Complete Marketing Plan. Provided by : Lumen Learning. License : CC BY: Attribution

MKG 420 Integrated Marketing Communications

I. executive summary, ii. situation analysis, a. internal analysis, ii. situation analysis, b. external analysis, iii. target market analysis.

• Assignment 2
• American Marketing Association Citation Style
• Citing Business Sources in APA

Related Subject Guides

• Advertising & Public Relations
• SWOT Analysis
• Company and Industry Information

Use the resources below to find articles and reports related to your brand's performance.

• Business Source Complete This link opens in a new window Find trade publications and other sources to determine how your brand is doing. Articles and reports may also tell what your brand is and is not doing well with its promotion and IMC plan. You might start by simply doing a search to see what is being written about your brand and then narrowing your search to a specific problem once you have identified one. more... less... Description: Business Source Complete covers all disciplines of business, including marketing, management, accounting, banking, finance, and more. Time Period: 1886 to present Sources: Indexes more than 6,700 journals and magazines plus thousands of reports and other sources. Subject Headings: Art & Architecture, Business, Education, News, Social Sciences (Accounting, Finance, Management, Business Education, Banking, Economics, Marketing, Computer Science) Scholarly or Popular: Scholarly Primary Materials: Abstracts, Case Studies, Citations, Conference Papers, Journal Articles, Magazine Articles, News, Other, Report, Reviews, Trade Publications Information Included: Abstracts, Full Text, Citations FindIt@BALL STATE: Yes Print Equivalent: None Publisher: EBSCO Updates: Daily Number of Simultaneous Users: Unlimited
• Mintel Reports This link opens in a new window Search for information about your brand's consumers and for deeper insight into how they might be responding to your brand's IMC. Reports address topics such as what media they consume or the consumers values have. more... less... Description: Mintel Reports provides access to reports on market sizes, market shares and forecasts, and consumer trends. Users will find primary consumer research that helps unraveling key trends, behavior, and attitudes. Reports cover consumer markets in the CPG/FMCG, financial services, media, retail, leisure and industrial space. Reports are primarily on the U.S. and U.K., some European and Asia reports are included. The database also includes analyst insight and news. Time Period: Current Sources: Contains approximately 800 reports. Subject Headings: Business, Social Sciences (Consumer Behavior) Scholarly or Popular: Semi-scholarly Primary Materials: News, Reports, Statistics or Data Information Included: Full Text, Citations FindIt@BALL STATE: No Print Equivalent: None Publisher: Mintel Updates: Daily Number of Simultaneous Users: Unlimited

These resources will help with internal analysis of section II of the assignment.

• Business Source Complete This link opens in a new window Look for articles which will tell you about your brand's products, distribution, and your brand's strengths and weaknesses. You will find a list of your company's brands in the Company Profile report. Hover your pointer over More and select Company Profile. Note: You may have to clear your web browser's cache to see the arrow. more... less... Description: Business Source Complete covers all disciplines of business, including marketing, management, accounting, banking, finance, and more. Time Period: 1886 to present Sources: Indexes more than 6,700 journals and magazines plus thousands of reports and other sources. Subject Headings: Art & Architecture, Business, Education, News, Social Sciences (Accounting, Finance, Management, Business Education, Banking, Economics, Marketing, Computer Science) Scholarly or Popular: Scholarly Primary Materials: Abstracts, Case Studies, Citations, Conference Papers, Journal Articles, Magazine Articles, News, Other, Report, Reviews, Trade Publications Information Included: Abstracts, Full Text, Citations FindIt@BALL STATE: Yes Print Equivalent: None Publisher: EBSCO Updates: Daily Number of Simultaneous Users: Unlimited
• Nexis Uni This link opens in a new window See the Company Dossier for, among other things, a list of the company's brands. Do a Company Dossier search by clicking on Menu near the top of the page and select Company Dossier. Enter your company name or ticker symbol and press Search. Select your company from the list and look for Brands under Company Information. more... less... Description: Nexis Uni provides access to newspaper articles, magazine articles, and transcripts. It is also a key database for business and legal research, containing company reports, law journals, and statutes and cases from all 50 states. Also contains legal resources for Canada and the EU. Time Period: 18th century to present Sources: Searches more than 15,000 sources. Subject Headings: Business, General, Law, News, Social Sciences Scholarly or Popular: Semi-scholarly Primary Materials: Abstracts, Citations, Journal Articles, Legal Materials, Magazine Articles, News, Reference Resources, Report, Transcripts Information Included: Abstracts, Full Text, Citations FindIt@BALL STATE: No Print Equivalent: None Publisher: Lexis Nexis Updates: Daily Number of Simultaneous Users: Unlimited
• Mintel Reports This link opens in a new window This database contains detailed reports with data and graphics related to products, brands and consumers. To find reports, enter your brand name or product type in the search box. See the Brand/ Company tab on the report to discover things like who the key players are, how consumers react to the brands, and what the preferred brands are. If you click on a report and do not see the Brand/ Company tab look for the Go to Report Summary link below the title within the report. more... less... Description: Mintel Reports provides access to reports on market sizes, market shares and forecasts, and consumer trends. Users will find primary consumer research that helps unraveling key trends, behavior, and attitudes. Reports cover consumer markets in the CPG/FMCG, financial services, media, retail, leisure and industrial space. Reports are primarily on the U.S. and U.K., some European and Asia reports are included. The database also includes analyst insight and news. Time Period: Current Sources: Contains approximately 800 reports. Subject Headings: Business, Social Sciences (Consumer Behavior) Scholarly or Popular: Semi-scholarly Primary Materials: News, Reports, Statistics or Data Information Included: Full Text, Citations FindIt@BALL STATE: No Print Equivalent: None Publisher: Mintel Updates: Daily Number of Simultaneous Users: Unlimited

Section II. a. asks you to provide context to your brand's current promotion efforts by looking at their past promotion efforts.  Articles from Business Source Complete may help with this (see link above).  For digital campaigns you can search the web and for articles about older campaigns the sources below can help.

These resources will help with the external analysis portion of the situation analysis.

• Mintel Reports This link opens in a new window Find reports to learn about consumers and consumer needs as well as what influences their purchasing decisions. Search for your brand or product type and combine with words to describe your consumer (e.g. Gen Z, low income, lower midscale, middle Americans). Consider using the suggested keywords the database provides as you enter your search terms. Once you locate a report, see the Consumer tab. Another option would be to click on Consumer Data under Analytics above the search box and then selecting a category that relates to your brand. more... less... Description: Mintel Reports provides access to reports on market sizes, market shares and forecasts, and consumer trends. Users will find primary consumer research that helps unraveling key trends, behavior, and attitudes. Reports cover consumer markets in the CPG/FMCG, financial services, media, retail, leisure and industrial space. Reports are primarily on the U.S. and U.K., some European and Asia reports are included. The database also includes analyst insight and news. Time Period: Current Sources: Contains approximately 800 reports. Subject Headings: Business, Social Sciences (Consumer Behavior) Scholarly or Popular: Semi-scholarly Primary Materials: News, Reports, Statistics or Data Information Included: Full Text, Citations FindIt@BALL STATE: No Print Equivalent: None Publisher: Mintel Updates: Daily Number of Simultaneous Users: Unlimited
• Business Source Complete This link opens in a new window Search for articles about your brand, its consumers, and the product type, as well as demographic, economic, political, and social-cultural trends that may effect your brand. Combine your brand or company with words like consumer, customer, or marketing. You might also search using terms to describe types of consumers. Examples of useful search terms could include, millennials, green consumers, and demographic change. This database also contains market research reports. Search for your brand or product type and select Market Research Reports under Source Types in left column of the results list. Also use the Company Profile to find a list of competitors which you can then research. more... less... Description: Business Source Complete covers all disciplines of business, including marketing, management, accounting, banking, finance, and more. Time Period: 1886 to present Sources: Indexes more than 6,700 journals and magazines plus thousands of reports and other sources. Subject Headings: Art & Architecture, Business, Education, News, Social Sciences (Accounting, Finance, Management, Business Education, Banking, Economics, Marketing, Computer Science) Scholarly or Popular: Scholarly Primary Materials: Abstracts, Case Studies, Citations, Conference Papers, Journal Articles, Magazine Articles, News, Other, Report, Reviews, Trade Publications Information Included: Abstracts, Full Text, Citations FindIt@BALL STATE: Yes Print Equivalent: None Publisher: EBSCO Updates: Daily Number of Simultaneous Users: Unlimited
• Nexis Uni This link opens in a new window Use the Company Dossier to find a list of the competitors. Do a Company Dossier search by clicking on Menu near the top of the page and select Company Dossier. Enter your company name or ticker symbol and press Search. Select your company from the list and look for Competitors under Company Information. more... less... Description: Nexis Uni provides access to newspaper articles, magazine articles, and transcripts. It is also a key database for business and legal research, containing company reports, law journals, and statutes and cases from all 50 states. Also contains legal resources for Canada and the EU. Time Period: 18th century to present Sources: Searches more than 15,000 sources. Subject Headings: Business, General, Law, News, Social Sciences Scholarly or Popular: Semi-scholarly Primary Materials: Abstracts, Citations, Journal Articles, Legal Materials, Magazine Articles, News, Reference Resources, Report, Transcripts Information Included: Abstracts, Full Text, Citations FindIt@BALL STATE: No Print Equivalent: None Publisher: Lexis Nexis Updates: Daily Number of Simultaneous Users: Unlimited
• Market Share Reporter See what share of the market a product has along with its competitors. Click on the link above and then scroll down below the search box and select Market Share Reporter, you can then Search Within Series search box in the upper right corner. Research their competitors too.
• Business Source Complete This link opens in a new window Search for articles about your brand's target market strategy and segments. more... less... Description: Business Source Complete covers all disciplines of business, including marketing, management, accounting, banking, finance, and more. Time Period: 1886 to present Sources: Indexes more than 6,700 journals and magazines plus thousands of reports and other sources. Subject Headings: Art & Architecture, Business, Education, News, Social Sciences (Accounting, Finance, Management, Business Education, Banking, Economics, Marketing, Computer Science) Scholarly or Popular: Scholarly Primary Materials: Abstracts, Case Studies, Citations, Conference Papers, Journal Articles, Magazine Articles, News, Other, Report, Reviews, Trade Publications Information Included: Abstracts, Full Text, Citations FindIt@BALL STATE: Yes Print Equivalent: None Publisher: EBSCO Updates: Daily Number of Simultaneous Users: Unlimited
• Next: Assignment 2 >>
• Last Updated: Jan 24, 2024 8:13 AM
• URL: https://bsu.libguides.com/MKG420IMC

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Integrated Marketing Communications Assignment

• Communications

Module 13: Promotion: Integrated Marketing Communication (IMC)

Simulation: imc hero.

Congratulations: you’ve been learning a lot about IMC, and if the length of this module is any indicator, there’s a lot to learn!

Are you sick of just  reading about integrated marketing communications and ready to actually try it?

You’re in luck. These simulations give you the opportunity to start up your marketing engine and see what you can do with IMC. Play the simulations below multiple times to see how different choices lead to different outcomes. In this simulation environment, you don’t have to  shy away from choices that seem a little off: you can learn as much from the wrong choices as the right ones. All simulations allow unlimited attempts so that you can gain experience applying the concepts.

Contribute!

Improve this page Learn More

• Simulation: Integrated Marketing. Authored by : Clark Aldrich for Lumen Learning. License : CC BY: Attribution

Integrated Marketing Communications Bundle

Transform Your Students' IMC Experience

Piece the Puzzle Together: Develop, Implement, and Measure a Marketing Campaign 

The Integrated Marketing Communications Bundle

Courseware and simternship™ make the perfect pair to teach students the foundation and skills needed to create a cohesive and impactful campaign., the integrated marketing communications bundle packs time-saving, resource-rich courseware with a powerful hands-on simternship for students. with annually updated materials created by educators and industry experts, the integrated marketing communications bundle is built with you and your students in mind..

A REVOLUTIONARY

Simternship, give students the opportunity to integrate a marketing campaign in a real-world setting. with the imc simternship, each student has the opportunity to target specific audiences, develop effective positioning, and create a unified communication strategy by working as a marketing manager for a fictitious company called buhi supply co., the integrated marketing communications simternship rounds, in this simternship, students get hands-on, practical experience by assuming the role of marketing manager at buhi supply co., a fictitious company. their goal is to increase the reach of the company's smart luggage line by executing a two-year-long stream of campaigns that will be reassessed every quarter. students will determine at which phase of the marketing funnel to target selected audiences. they will also create and optimize positioning statements using the information and budget provided., over the course of eight rounds, students will have the opportunity to.

Analyze target market personas

Select at which stage of the marketing funnel to target audiences

Implement the right marketing mix for selected audiences, allocate quarterly budgets and analyze metrics to determine the best campaign strategies.

Stukent Simternships™ — Redefine Business Education

Redefine hands-on education with a Stukent Simternship™! A Simternship goes beyond your average business simulation, giving your students the opportunity to put the concepts you’re teaching them to work.

A Stukent Simternship packs months of role-specific training into a single semester. Your students will step into real-world positions, allowing them to gain experience, master marketable skills, increase their knowledge retention, and yes, even make mistakes in a low-risk environment.

With Stukent Simternships, your students get a powerful, resume-worthy experience, while you get a hassle-free semester. Talk to a Stukent course consultant today to see how a Simternship can transform your classroom!

Integrated Marketing Communications

Building the brand, integrated marketing communications — design, implement, and evaluate a successful marketing campaign. this dynamic courseware truly bridges the gap between industry and academia, focusing on the skills students need to enter the workforce with confidence. integrated marketing communications by diane law underscores the steps needed to implement a successful marketing campaign across multiple channels..

About The Author

Dr. Diane Law

A senior marketing executive, marketing consultant, entrepreneur, educator, and author, Diane Law is noted for developing top-level marketing professionals and high-performance, market-driven enterprises.

Throughout a career with leadership roles in the private sector and experience as a professor in higher education teaching a variety of marketing courses, Diane has been sought out to drive business growth and advance the study and practice of marketing.

In her most recent position, Diane provides marketing direction and advisory consulting to Tuyo Ventures, an early-stage idea incubator specializing in raising equity funding to promote ideas that solve societal issues through technological solutions.

Diane has continued to advance the practice of marketing as an adjunct and associate professor of marketing with various universities in California. She recently earned a DBA in marketing from Grand Canyon University in Phoenix, Arizona.

Diane currently resides in the Charlotte metro area in North Carolina, where she remains active in a variety of business, educational, and civic endeavors.

Expand your​ Definition of Courseware

Updated every year.

with lifetime access for students

100+ resources

Case studies, lecture slides, exams, lesson plans, and more

Stukent Support Team

with a 96% customer service satisfaction rating

Table of Contents and​ Key Learning Objectives

Over the course of 13 chapters, students can expect to:.

• Exhibit an in-depth understanding of the integrated marketing communications functions and their role in marketing strategies
• Perform a situation analysis and propose appropriate IMC tactics and strategies for a product or service
• Create a company IMC campaign that includes both traditional and digital marketing tactics
• Evaluate the effectiveness of an IMC campaign

Chapter 1: What Is Integrated Marketing Communications?

Chapter 2: Developing a Successful IMC Campaign

Chapter 3: Understanding the Marketer

Chapter 4: The Creative Process

Chapter 5: Marketing Communications Mix

Chapter 6: IMC Channels: Advertising

Chapter 7: IMC Channels: Public Relations

Chapter 8: IMC Channels: Digital Marketing

Chapter 9: IMC Channels: Direct Marketing

Chapter 10: IMC Channels: Broadcast Media

Chapter 11: IMC Channels: Print Media and Out-of-home

Chapter 12: Implementing the Campaign

Chapter 13: Measuring Campaign Success

All-new​ Integrated Marketing Communications

Includes 1 course syllabus with.

Simplify Education

With lms integration.

Single Sign-on   |   Rostering   |   Grade Book Syncing​  |  Deep Linking

Request Free Instructor Access

A Stukent course consultant will verify you are an instructor and send you an email to set up your account.

Take a Look at the IMC Simternship

To make sure you don’t miss any features, we suggest you have a course consultant show you around the IMC Simternship.

Fill Out the Order Form

When you’re ready to start using the simulation, a course consultant will help you fill out an order form.

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Courseware and simulation make the perfect pair to teach students the foundations skills needed to create a cohesive and impactful campaign.

The Integrated Marketing Communications Bundle packs time-saving, resource-rich courseware with a powerful hands-on simulation for students. With annually-updated materials created by educators and industry experts, the Integrated Marketing Communications Bundle is built with you in mind.

Give students the opportunity to integrate a marketing campaign in a real-world setting. With Mimic IMC, students have the opportunity to target specific audiences, develop effective positioning, and create a unified communication strategy by working as a marketing manager for a fictitious company called Buhi Supply Co.

Over the course of 8 rounds students will have the opportunity to

select where to target audiences in the marketing funnel

implement a correct marketing mix for selected audiences

allocate quarterly budgets and analyze metrics to determine best campaign strategies

The Integrated Marketing Communications: Building a Brand

Integrated Marketing Communications, Design, implement and evaluate a successful marketing campaign.

This dynamic courseware truly bridges the gap between industry and academia, focusing on the skills students need to enter the workforce with confidence. 

Integrated Marketing Communications by Diane Law focuses on the steps needed to implement a successful marketing campaign across multiple channels. 

Updated every year with a lifetime access for students

100+ resources case studies, lecture slides, exams, lesson plans and more, virtual ta assistant with a 96% customer service satisfactory rating.

Chapter 1: What is Integrated Marketing Communications

26 lecture slides

13 lession plans, 13 assignments, 13 auto-graded quizzes, 100+ more resources, take a look at the mimic imc simulation.

To make sure you don’t miss any features, we suggest you have a course consultant show you around the Mimic IMC simulation.

A senior marketing executive, marketing consultant, entrepreneur, educator, and author, Diane Law is noted for developing top-level marketing professionals and high-performance market-driven enterprises.

Throughout a career with leadership roles in the private sector and experience as a professor in higher education teaching a variety of marketing courses, Diane has been sought out to drive business growth and advance the study and practice of marketing. In her most recent position, Diane provides marketing direction and advisory consulting to Tuyo Ventures, an early-stage idea incubator specializing in raising equity funding promoting ideas that solve societal issues through technological solutions.

Diane has continued to advance the practice of marketing as an adjunct and associate professor of marketing with various universities in California while recently earning a DBA in Marketing from Grand Canyon University, Phoenix, Ariz. Diane currently resides in the Charlotte metro area in North Carolina where she remains active in a variety of business, educational, and civic endeavors.

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