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iStudy Course Syllabus

IMC 204 IS: Introduction to Integrated Marketing Communication
University of Mississippi

3 credit hours

INSTRUCTOR INFORMATION:

Instructor photo

Instructor name:

Bobby Steele Jr.


Instructor Information:

Bobby D. Steele Jr is an Adjunct Professor in the Meek School of Journalism and New Media. Professor Steele received a M.A. in Journalism from the University of Mississippi and is also Director of Operations and a board member for the nonprofit organization, Delta Jewels Support Foundation. Professor Steele teaches undergraduate courses in journalism and integrated marketing communications.


IMPORTANT: A Note From Your Professor

Class: Welcome to IMC 204, the iStudy edition. Scott Fiene prepared much of the material in this course for previous semesters' online class. I will use a lot of his work, but I also will update and revise as I see fit. If you have any questions, please let me know as we travel this new road together. The syllabus is long but the information is invaluable. The last part of the syllabus is about your proctored midterm which is worth 25% of your overall grade.

CONTACT INFORMATION:

If you have questions concerning the content of the course, you may contact the instructor directly using the Send Email link in the Communications & Tools tab. NOTE: Whenever sending email, please be sure to indicate your course title and number in the subject line.

For lesson or test administration issues, please contact the iStudy department:

The University of Mississippi
Division of Outreach and Continuing Education
iStudy
P. O. Box 1848
University, MS 38677

Phone: (662) 915-7313, toll-free (877) 915-7313
Fax: (662) 915-8826

E-mail: istudy@olemiss.edu

COURSE DESCRIPTION:

This on-line course introduces the basic disciplines of IMC: branding, public relations, advertising, direct marketing, sales promotion and other things. 3-credit hours, no prerequisites but course may be repeated only once. Whether you are (or become) an IMC major ñ or if you are just taking the course for an elective ñ I hope you find the content useful in understanding what integrated marketing communication is and how it is used.

Course Overview: The course starts out very broad: What is marketing? What is integrated marketing communications? How does IMC work? From there, the focus narrows to the nuts and bolts of specific IMC strategies: How is public relations used? What are the advantages and disadvantages of different advertising mediums? What makes good direct marketing great? And much, much more.

But IMC isnít just about promotional strategies. Thatís why other concepts are woven into the curriculum as wellÖthings like the importance of good research, ethics, the role of personal selling, IMC careers and the like. The class covers a wide variety of things. But thatís how integrated marketing communication is ñ itís very broad. Thatís one of the reasons itís such a dynamic and fascinating concept.

TEXTBOOK INFORMATION:

Required Textbook:

textbook cover

Integrated Marketing Communication: Creative Strategy from Idea to Implementation by Robyn Blakeman.


ISBN-13: 978-1442221222.


While the textbook is the guide, our lectures and discussions will veer in many other directions. There may also be other reading assignments.

Use the ISBN number to make sure you are ordering the exact book required in this syllabus.

COURSE OBJECTIVES:

Objectives include (but are not limited to):

  1. Understand the fundamental principles and concepts of integrated marketing communications.
  2. Learn the appropriate situations for using each IMC tactic, and how the tactics work together to convey consistent organizational messages.
  3. Recognize IMC opportunities and challenges in the real world by observing the current efforts of businesses and organizations.

COURSE OUTLINE:

This course consists of 14 instructional modules (or lessons).

LESSON
Reading Assignments
Due for Grades
Start Here

You MUST take the syllabus quiz within 2 weeks of enrolling or you will be dropped from the course. If you wish to withdraw, you must send a withdrawal form to the iStudy office. NOTE: you must pass the Syllabus and Orientation Quiz for the course materials to appear on the Lessons page.

Syllabus Quiz
1

Welcome to IMC: Chapter 1

discussion board, ungraded quiz

2

What is marketing? What is IMC?: Chapter 2

journal, quiz

3

Research, Surveys, and Focus Groups: lesson materials only

quiz

4

Branding: Chapter 3

journal, quiz

5
Marketing and Ethics: lesson materials only
quiz
6
Creative Brief: Chapters 4, 5, and 6 no assignment due
Midterm Exam

Proctored exam covering lessons 1-6.

NOTE: all lesson work must be submitted before you apply for this exam.

To be scheduled
and completed
before proceeding
7
Public Relations: Chapter 9

journal, quiz

8
Print Advertising: Chapters 10 and 11

quiz

9
Broadcast Advertising: Chapters 12 and 13
journal, quiz
10
Direct Marketing: Chapter 14 quiz
11
Sales Promotion: Chapter 15 journal, quiz
12

Internet Marketing: Chapter 16

quiz

13

Sales and Personal Selling: lesson materials only

no assignment due

14

Final Thoughts: lesson materials only

no assignment due
Final Exam

Proctored exam covering lessons 6-14.

NOTE: all lesson work must be submitted and graded before you apply for this exam.

To be scheduled
and completed
to finalize credit

GRADING:

GRADING SCALE

At the conclusion of the course your final grade will be calculated using the following scale (note that +/- is not used and there is no opportunity for extra credit).

90-100 percent = A
80-89.9 percent = B
70-79.9 percent = C
60-69.9 percent = D
59.9 percent or less = F

GRADING INFORMATION:

The grading format is as follows:

  • Quizzes (10) = 35%
  • Journal Entries (5) = 15%
  • 2 exams ñ a midterm and a final ñ each worth 25% of your final grade.
FAILURE TO PASS THE FINAL EXAM WILL RESULT IN FAILURE OF THE COURSE.

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