Integrated Marketing Communications: Building the Brand

Transform Your Students' IMC Experience

Enable Students to Learn by Piecing Together an Integrated Marketing Campaign

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 L. 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.

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Definition of Courseware

Updated every year

with lifetime access for students

100+ resources

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

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Table of Contents &

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

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Integrated Marketing Communications

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Available Fall 2023

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The Integrated Marketing Communications: Building a Brand

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

 

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

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

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

Table of contents and Key Learning Objectives

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

26 lecture slides

13 lession plans

13 assignments

13 auto-graded quizzes

100+ more resources

About The Author

Diane Law

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 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.