Degree in Management of Business and Technology La Salle Campus Barcelona

Degree in Management of Business and Technology

Internationality, technology, innovation, creativity, entrepreneurship, values, and both people and team management are the keys to define this degree. Includes international stages.

Integrated Marketing Communications

Marketers must look beyond traditional media in order to achieve success. To best communicate with consumers, advertisers must utilize a myriad of tools (advertising, public relations, direct marketing, interactive/Internet marketing, sales promotion, and personal selling). This course reflects the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy. The material taught underscores the importance of recognizing that a firm must use all promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective catapults the student into the business practices of the 21st century and aims to build awareness on Integrated Marketing Communication concepts and implementation. Integrated Advertising, Promotion, and Marketing Communications speaks to an evolved definition of integrated marketing and demonstrates how to effectively communicate in the business world. It champions the importance of integrating all marketing communications and explains how communications are produced and transmitted. The course is designed to increase your awareness of the relevant role of marketing communications and help you understand the vital links marketers use to connect with consumers in the 21st century. We will approach marketing communications from all aspects of the marketing communications perspective, one that recognizes the importance of coordinating all of the marketing mix elements to develop and implement an effective integrated marketing communications program.
Type Subject
Tercer - Obligatoria

Titular Professors

Previous Knowledge

1. To raise awareness of how marketing communication has evolved in the 21st century.
2. Give you a comprehensive approach to Marketing Communications from an integrated point of view.
3. To understand an integrated marketing communications promotional mix
4. To identify the components of an effective integrated marketing communication plan.
5. To monitor one's own knowledge gained in the marketing communication planning process and implementation
6. To guide you in approaching advertising and promotion from an IMC perspective, coordinating the various promotional mix elements with other marketing activities that communicate with a firm's audiences and customers


Part I: The IMC Foundation
Chapter 1: An Introduction to Integrated Marketing Communications
IMC Final Project Set up | Teams | Final Project Guideline
Chapter 2: Brand Management
Presentation 4YFN Programme & Brief for IMC Strategy (4YFN Communities)

Part I: The IMC Foundation - Continued
Milestone Report Workshops:
Chapter 3: Perspectives on Consumer Buying Behavior | Highlighting the digital age Consumer
Chapter 4: IMC Planning Process | Target Markets | Planning | Budgets

Part II: IMC Advertising Tools
Chapter 5: Advertising Campaign Management | Organizing for Advertising and Promotion
Chapter 6: Advertising Design: Source, Message, and Channel Factors

Part II: IMC Advertising Tools - Continued
Milestone Report Workshops:
Chapter 7: Traditional Media Channels | Media Planning

Part III: Digital and Alternative Marketing
Chapter 8: Digital Marketing
Chapter 9: Social Media
Chapter 10: Alternative Marketing
Chapter 11: Database, Direct Response Marketing and Personal Selling
Milestone Report Workshop:

Part IV: IMC Promotional Tools
Chapter 12: Sales Promotion
Chapter 13: PR Sponsorship Programmes

Part V: IMC Ethics, Regulation, and Evaluation
Chapter 14: Regulations, Ethics
Chapter 15: Evaluating IM program
Milestone Report Workshop:
JANUARY - Final Project Corrections


The learning experience is based on a range of teaching methods that seek to foster your understanding of integrated marketing communication. The classes will be dynamic only if students come to class prepared and willing to contribute to class discussion. The learning experience is based on the following teaching methods:
- Theory
- Video supplements with original material: video clips, commercials, ads
- Course work / Exercises & Workshops / Milestone Reports
A hands-on approach is crucial throughout the course with suggested out-of-class readings, resources, exercises, and discussion.


The course grade will be based on the following point breakdown:
- Attendance and participation (including preparation of coursework): 25%
- Workshops | Reports | presentations: 35%
- Final Project / exam: Status reports, final projects and group presentation: 40%
Re-take policy: the re-take for this course will consist of either presenting a new IMC project or IMC exam (TBD). The entire course theory will be covered in the re-take and the retake will constitute the final grade.
Successful marketing communications planning is dependent upon the meeting of deadlines. Assume that late work will not be accepted; rigorously observe each deadline.

Evaluation Criteria
Basic Bibliography

Title: Integrated Advertising, Promotion, and Marketing Communications: Global Edition, 8/E
Authors: Kenneth E. Clow / Donald E. Baack
Publisher: Pearson
ISBN-10: 1292222697 - ISBN-13: 9781292222691
Edition: 2018 5

Title: Advertising and Promotion - An Integrated Marketing Communications Perspective: 8/e Edition
Author: George Belch / Michael Belch
Publisher: McGraw Hill.
ISBN: 0073381098
Edition: 2009

Additional Material

- James W. Taylor, How to Write a Successful Advertising Plan
- Sandra E. Moriarty, How to Create and Deliver Winning Advertising Presentations
- Robert Bly, The Copywriter's Handbook
- Philip Wad Burton, Advertising Copywriting
- Albert Book and Dennis Schick, Fundamentals of Copy and Layout
- Jim Surmanek, Media Planning: A Practical Guide
- Jack Sissors and Lincoln Bumba, Strategic Media Planning
- Jim Surmanek, Introduction to Advertising Media