Lifelong Learning for a Brighter World

Ngoc Nguyen, McMaster University Continuing Education Marketing graduate Ngoc Nguyen, McMaster University Continuing Education Marketing graduate


There's marketing in everything.

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*Not applicable for Digital Marketing concentration

MKT 103 - Integrated Marketing Communication C01

Academic Credit Value:
3 units
Course Delivery Mode:
Hours of Study:
39 hours
Course Prerequisite(s):
MKT 819 / Introduction to Marketing
Course Anti-requisite(s):
Instructor Name:
Florentino Guerra Filho
Course Dates:
01/17/2019 - 04/04/2019

Required Course Materials:
Integrated Marketing Communications, Tuckwell, Keith J. 5th Edition. Pearson
Optional Course Materials:
Course Description:
This course will focus on the important marketing topic of communication.  We will examine the strategy of communication and the effective use of communication elements: advertising, sales promotion, personal selling, public relations, and media.  Learning experiences will incorporate lecture, discussion, group project and presentations, and case study methodology.
Learning Outcomes:

Upon completion of this course, students will:

  • Understand and describe what Integrated Marketing Communications (IMC) is;
  • Describe the components of IMC and how each plays a role in building an IMC strategy;
  • Demonstrate an understanding of IMC and apply it to business strategic planning principles;
  • Plan for integrated media; 
  • Plan for integrated marketing; 
  • Measure performance of plans by understanding how to evaluate marketing communications programs. 
Course Evaluation

The final grade is calculated based on the following components:

Midterm exam 20%
Group project 40%
Final exam 30%
Class participation 10%
Total            100%

Course Format:
This course is designed to present the fundamental concepts and theories in marketing and promote the application to the workplace and professional practice. Course activities will include instructor presentations, required readings and experiential learning activities (i.e. case studies, group discussions, projects, etc.).
This course emphasizes student participation in classroom discussions.  It is expected that students will read the assigned chapters from the text prior to each class.

Assignment Submission:
Course assignments are submitted in class on the specified due date
Late Coursework:
Late assignments will be subject to a 2% per day late penalty (includes weekends and holidays) for up to seven (7) days. After this date, no assignments will be accepted and a grade of zero (0) will be applied.  Extensions for course work must be approved by the instructor before the due date (see Academic Regulations below), and will be granted for illness or emergencies only. Students may be asked to submit supporting documentation for an extension request. 

Policy & Procedures:

Academic Regulations (Attendance, Coursework, Tests/Exams):

In accordance to McMaster University’s General Academic Regulations, “it is imperative that students make every effort to meet the originally scheduled course requirements and it is a student’s responsibility to write examinations as scheduled.” Therefore, all students are expected to attend and complete the specific course requirements (i.e. attendance, assignments, and tests/exams) listed in the course outline on or by the date specified. Students who need to arrange for coursework accommodation, as a result of medical, personal or family reasons, must contact the course instructor within 48 hours days of the originally scheduled due date. It is the student’s responsibility to contact the Program Manager to discuss accommodations and procedures related to deferred tests and/or examinations within 48 hours days of the originally scheduled test/exam, as per policy. Failure to contact the course instructor, in the case of missed coursework, or the Program Manager, in the case of a missed test/examination, within the specified 48-hour day window will result in a grade of zero (0) on the coursework/exam and no further consideration will be granted.

*Note: Supporting documentation will be required but will not ensure approval of accommodation(s).

Academic Integrity

You are expected to exhibit honesty and use ethical behaviour in all aspects of the learning process. Academic credentials you earn are rooted in principles of honesty and academic integrity. Academic dishonesty is to knowingly act or fail to act in a way that results or could result in unearned academic credit or advantage. This behaviour can result in serious consequences, e.g. the grade of zero on an assignment, loss of credit with a notation on the transcript (notation reads: “Grade of F assigned for academic dishonesty”), and/or suspension or expulsion from the university.

It is your responsibility to understand what constitutes academic dishonesty. For information on the various types of academic dishonesty please refer to the Academic Integrity Policy, located at

The following illustrates only three forms of academic dishonesty:

  1. Plagiarism, e.g. the submission of work that is not one’s own or for which other credit has been obtained.
  2. Improper collaboration in-group work.
  3. Copying or using unauthorized aids in tests and examinations.
Academic Accommodations:
Students with disabilities who require academic accommodations must contact the Student Accessibility Centre (SAS) to meet with an appropriate Disability Services Coordinator. To contact SAS, phone 905-525-9140 ext. 28652, or email For further information, consult McMaster University’s Policy for Academic Accommodation for Students with Disabilities.
On-line Elements:
In this course, we will be using on-line elements, which may include email, Avenue to Learn, WebEX, and external web sites.  Students should be aware that, when they access the electronic components of this course, private information such as first and last names, user names for the McMaster e-mail accounts, and program affiliation may become apparent to all other students in the same course. The available information is dependent on the technology used. Continuation in this course will be deemed consent to this disclosure. If you have any questions or concerns about such disclosure please discuss this with the course instructor.
Course Changes:
The instructor reserves the right to modify elements of the course and will notify students accordingly.
Course Withdrawal Policy:
Policies related to dropping a course and course withdrawals are posted to the Centre for Continuing Education’s program webpage, FAQs & Policies (
Storm Closure Policy:

In the event of inclement weather, the Centre for Continuing Education will abide by the University’s Storm Closure Policy:, and will only close if the University is closed.  All in-class courses, exams and room bookings by internal and external clients will be cancelled if the Centre for Continuing Education is closed.  On-line courses will take place as scheduled.

Grading Scale:



Equivalent Grade Point

Equivalent Percentages








































Course Schedule:



Topic & Readings

Assignments/Graded Components

Week 1


Chapter 1:  IMC: An overview and Consumer Behaviour

Class Objectives:

  • Understand the concept and the role of IMC
  • Discuss various marketing communications mixes and their objectives, strengths, and limitations
  • Understand communications elements and processes
  • Describe basic communications mix strategy: Push and Pull
  • Understand factors influencing the communications mix
  • Review basic consumer behaviour and basic marketing segmentations

Week 2


Chapters 2 and 3: Strategic Planning and Branding

Class Objectives:

  • Describe various concepts of strategic planning: corporate, marketing, communication
  • Understand the factors influencing strategy in communication
  • Know the concepts of brand loyalty and brand equity and their impact on communication
  • Understand the importance of positioning and how to best communicate this concept

Week 3


Chapters 4 and 5:  Advertising – Creative and Media (Part 1)

Class Objectives:

  • Understand the elements of a creative brief and media planning
  • Describe advertising objectives, strategies, executions, and limitations in creative and media planning
  • Discuss mass media evolution, television, infomercials, Internet

Week 4


Chapters 4 and 5:  Advertising – Creative and Media

(Part 2) and  Chapter 6: Direct Response Communication

Class Objectives:

    • Evaluate recent advertising campaigns
    • Understand direct response communication techniques and strategies
  • Explore traditional and innovative media

Week 5


Chapter 7: Interactive Communication

Class Objectives:

    • Discuss linkages between communication and brand equity (handout reading)
    • Evaluate the strategies of communication using online advertising
  • Identify other emerging communication media and account for their appeal and growth

Week 6


Midterm Examination

The mid-term examination will comprise of multiple choice and short answer questions from materials covered in the earlier lectures and readings. The exam will test the students for basic understanding of the materials. It will be a closed books and notes test.

Mid-Term Exam

Week 7


Chapter 8:  Sales Promotion

Class Objectives:

  • Understand differences between trade and consumer promotions
  • Discuss the role of promotions within marketing communication

Week 8


Chapter 9:  Public Relations and Publicity

Class Objectives:

    • Understand the differences between public relations and publicity
    • Describe public relations purpose and planning
  • Evaluate techniques and strategies often employed in public relations


Week 9


Chapter 10:  Event Marketing

Class Objectives:

  • Understand the importance of event marketing

Week 10


Chapter 11:  Personal Selling

Class Objectives:

  • Describe the role of personal selling, strategies, techniques, and limitations

Week 11


Chapter 12:  IMC: Assessment

Class Objectives:

    • Understand relationships between primary and secondary data
    • Understand importance of qualitative and quantitative data
  • Understand the importance of market research and control

Week 12


Final Examination

The final examination will comprise of 3 or 4 application-type questions in which students are to apply and use concepts and theories learned throughout the semester.  The exam will test the students for an overall understanding of the materials.

In class objectives:

  • Discuss the current and future trends in communication strategies
  • Appreciate the evolution of communication in marketing, including discussion on environmental, regulatory, ethical issues surrounding IMC
  • Emphasize the importance of communication in business

Final Exam

(take home)

Week 13


Projects due and class presentation

Class Objectives:

  • Discuss some recent marketing communications in action – strengths/weaknesses and propose a new creative marketing communication campaign

Project Due