Integrated Marketing Communications
I. Course Prefix/Number: MKT 270
Course Name: Integrated Marketing Communications
Credits: 3 (3 lecture; 0 lab)
III. Course (Catalog) Description
Course studies effects of advertising on the consumer. Content includes advertising, sales promotion, direct marketing and public relations. Students use flow of communication to develop an integrated marketing program.
IV. Learning Objectives
Students will be able to:
- Demonstrate the difference between Mass Marketing Communication and integrated marketing communications.
- Evaluate models of existing communication within the Marketing structure.
- Design strategy within the planning stage.
- Appraise creative execution in the final plan.
- Measure effectiveness of an IMC plan.
- Present and defend an IMC plan and budget to an assigned client.
- Choose the appropriate tools and media for a successful IMC campaign.
V. Academic Integrity and Student Conduct
• plagiarism (turning in work not written by you, or lacking proper citation),
• falsification and fabrication (lying or distorting the truth),
• helping others to cheat,
• unauthorized changes on official documents,
• pretending to be someone else or having someone else pretend to be you,
• making or accepting bribes, special favors, or threats, and
• any other behavior that violates academic integrity.
There are serious consequences to violations of the academic integrity policy. Oakton's policies and procedures provide students a fair hearing if a complaint is made against you. If you are found to have violated the policy, the minimum penalty is failure on the assignment and, a disciplinary record will be established and kept on file in the office of the Vice President for Student Affairs for a period of 3 years.
Please review the Code of Academic Conduct and the Code of Student Conduct, both located online at
VI. Sequence of Topics
The importance of integrated Marketing Communications
How Integrated Marketing Communications is incorporated into Marketing Strategy
Category and Brand networks
Communication and Action Objectives
Measurement of effectiveness
The Marketing Communications Plan
VII. Methods of Instruction
Course may be taught as face-to-face, hybrid or online course.
VIII. Course Practices Required
Writing: Integrated Marketing Communications Plan
Evaluation and analysis of current IMC plans
Computer Use: internet
IX. Instructional Materials
X. Methods of Evaluating Student Progress
|Communications Work Plan||20%|
XI. Other Course Information
When you apply at Oakton as a credit student, you are automatically assigned a computer network account and email address. While you are registered for classes and any financial obligations to the College are fulfilled, you may use this account to log into workstations in any of the open or classroom computer labs. Your account gives you access to the wide variety of application programs available on Oakton's Network and on-campus access to the Internet.
Rules for computer use are posted in computer labs as well as available in writing in each of the labs. Lab assistants and tutors are available to assist you in the lab regarding software and hardware questions.
Users of the College’s information technology facilities and resources, including hardware, software, networks, and computer accounts, are expected to use computer resources responsibly and appropriately, respecting the rights of other information technology users and respecting all contractual and license agreements.
Under no circumstances is any of the software used at Oakton to be copied. Copying software is in violation of Federal law and College policies. Suspected violations will be vigorously investigated and, if warranted, appropriate penalties applied. Specifically, you do not have the right (1) to make copies of software for yourself or others, (2) to receive and use unauthorized copies of software, or (3) copy all or parts of a program written by someone else.
College Policy on the Observance of Religious Holidays:
Oakton Community College recognizes the broad diversity of religious beliefs of its constituencies. The College has embraced a practice of shared responsibility in the event a religious observance interferes with class work or assignments. Students who inform instructors well in advance of an intended absence for a major religious observance will not be penalized. The instructor will make reasonable accommodations for students, which may include providing a make up test, altering assignment dates, permitting a student to attend another section of the same course for a class period or similar remedies. Instructors are not responsible for teaching material again.
If you have a documented learning, psychological, or physical disability you may be entitled to reasonable academic accommodations or services. To request accommodations or services, contact the Access and Disability Resource Center at the Des Plaines or Skokie campus. All students are expected to fulfill essential course requirements. The College will not waive any essential skill or requirement of a course or degree program.
Oakton Community College is committed to maintaining a campus environment emphasizing the dignity and worth of all members of the community, and complies with all federal and state Title IX requirements.
Resources and support for
- pregnancy-related and parenting accommodations; and
- victims of sexual misconduct
Resources and support for LGBTQ+ students can be found at www.oakton.edu/lgbtq.