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
Stukent Support Team
with a 96% customer service satisfaction rating
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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with LMS Integration
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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
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.