Assignments
IMC Weekly Discussion 20%
Throughout the course, your team will explore Integrated Marketing Communication (IMC) strategies by analyzing real companies within specific industries. Each module will focus on a different case, where your team will evaluate and discuss the IMC approach used by the selected company in the context of its broader industry environment.
At the conclusion of the term, you will complete an IMC Industry Discussion Reflection Paper. This individual assignment requires you to review your own discussion posts, as well as those of your classmates, in response to key case questions. You will then reflect on the overall IMC strategy of your chosen company and consider insights at the industry level.
Detailed guidelines and grading criteria for both the module discussions and the final reflection paper can be found within each assignment link in Canvas.
IMC Harvard Business Review (Hbr) Cases 20%
Five of the seven course modules include an assigned online Harvard Business Review (HBR) case. Students are expected to thoroughly read each case, analyze the key issues, and respond thoughtfully to the accompanying case questions.
Participation and performance will be evaluated using the Case Discussion Rubric, which is available within each respective assignment in Canvas.
Hubspot Certifications 20%
During the course, students will complete
five unique marketing certifications through
HubSpot Academy, a highly regarded provider of marketing education and software tools. These free, industry-recognized certifications cover key areas of
digital marketing and are designed to strengthen your skill set in areas such as content marketing, inbound marketing, email marketing, and more.
Completing these certifications not only enhances your resume by validating your expertise, but also demonstrates a deeper level of marketing specialization—helping to boost both your confidence and career potential. To receive credit, students must upload proof of completion for each certification in Canvas for final grading.
IMC Simulation 20%
Get ready for an immersive, fast-paced experience! During this course, you’ll participate in a week-long Integrated Marketing Communications (IMC) simulation, where you'll step into the role of a marketing strategist. Each day, you'll make key strategic and tactical IMC decisions, submitting your recommendations in response to dynamic market scenarios.
The simulation will evaluate your choices in real time, showing how your decisions influence the company’s marketing performance and sales outcomes. It’s a hands-on, high-energy way to apply what you’ve learned—and see the real-world impact of effective IMC strategy.
Team IMC Strategy Brief 20%
For your final project, you’ll team up in groups of three to create a comprehensive IMC Strategy Brief. Your mission? To develop a fictional company within your chosen industry and craft an integrated marketing communications plan that brings your brand to life.
Together, your team will define clear campaign objectives and select the most effective IMC tools to support a targeted promotional strategy. You’ll build a unified brand identity and develop a creative message that resonates across multiple platforms—including a print ad, email campaign, social media post, and website landing page.
This project is a hands-on opportunity to apply everything you've learned and demonstrate how thoughtful, cohesive communication can elevate a brand in today’s multi-channel marketing environment.
All assignments must be submitted to pass this course.