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"Degrees & Programs"


Integrated Marketing Communications




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Course level: Graduate

This course prepares students to apply integrated marketing communications as part of a strategic marketing plan. Students evaluate how marketing communication tools build brand value. Topics include advertising, promotions, public relations, sales, and direct marketing.


This graduate level course requires proof of completion of a Bachelor's degree. Be prepared to provide documentation during the checkout process.

What you'll learn

Course skills and outcomes

Week 1

  • Describe essential components of an integrated marketing communication (IMC) program.
  • Explain critical elements for building and maintaining a brand.
  • Explain how the consumer purchasing process and associated buyer behaviors play a critical role in developing an integrated marketing strategy.

Week 2

  • Assess the role of the IMC process in brand building.
  • Analyze the significance of marketing segmentation in achieving the right marketing communications objectives.
  • Evaluate integrated marketing campaigns in action.

Week 3

  • Evaluate how contemporary advertising theory is applied to successful campaigns.
  • Explain how the creative process drives strategic messaging.
  • Determine how to select the most effective media mix to deliver the right IMC message.

Week 4

  • Design and implement effective digital content, e-commerce, and interactive marketing strategies.
  • Explain the use of blogs and viral marketing to build consumer interest.
  • Evaluate methods used to effectively incorporate social media into your IMC strategy (e.g. via the Web, Facebook, Twitter, Pinterest, YouTube).
  • Explain the role of alternative techniques in strategic marketing such as Buzz, Stealth, Guerilla, and Lifestyle marketing.

Week 5

  • Analyze principles of data mining and database management that are used to develop personalized communications.
  • Integrate aspects of direct response, personal selling, sales promotion, and public relations into your IMC plan.
  • Assess the role of event marketing and sponsorships in integrated marketing communications.

Week 6

  • Evaluate social, ethical, and legal requirements that must be considered in IMC.
  • Evaluate an integrated marketing program using relevant metrics.
  • Explain how international factors affect global marketing messages.


Why take courses at University of Phoenix

Accreditation that matters

We’ve been accredited by the Higher Learning Commission ( for more than 40 years.

Real-world instructors

Learn from instructors who bring an average of 25 years of working experience to the classroom.

Affordable and potentially reimbursable

Our tuition and fees are competitive and fixed. Also, check to see if your employer will cover you for this course.

Next Steps

Start a conversation about your future with an enrollment representative today.

Start a conversation about your future with an enrollment representative today.

Call (844) 937-8679

Transfer Credits

Credit Transfer

Credit Transfer

Need to transfer credits to another college or university?

Before you enroll in a course, check with your school of choice to make sure they will accept our transfer credits and to understand any requirements or limitations. Then you can complete your course, and request your official transcript be sent to your school. That’s it!

How to request your transcripts