IMC WEEKLY DISCUSSION
For each module your team will be studying the IMC strategy for a company and specific industry. At the end of the term, you will complete a IMC Industry Discussion Reflection paper. This will include each student reviewing their own posts and the posts of others for a specific case question and reflecting on the IMC strategy for their company and the industry on the whole. Specific guidelines for completing these assignments can be found by clicking on each respective assignment in Canvas.
IMC HARVARD BUSINESS REVIEW CASES
Five of the 7 module have an assigned online HBR case. Students are expected to read the case, analyze the issues, and answer the case questions. Students will be graded using the Case Discussion Rubric that can be found in the respective assignment in Canvas.
HUBSPOT CERTIFICATIONS
Students will complete five unique HubSpot marketing certifications during the class. Hubspot is a widely respected provider of marketing software. They offer free marketing certifications, which will teach you digital marketing skills. With these certifications on your resume, you will be able to validate your skills and show a higher level of marketing specialization. These certifications can increase your earning potential and boost your confidence as a marketer. You will complete these certifications through the Hubspot.com/academy, and you will upload your certification for a final grade.
IMC SIMULATION
You will participate in an intensive IMC week simulation where each day you will submit recommended IMC strategic and tactical decisions. The simulation will grade how your IMC decisions impact the company's marketing and sales objectives.
TEAM IMC STRATEGY BRIEF
Students will work in a team of 3-4 members and will complete an IMC Strategy Brief for a final project in the class determining campaign objectives, and selecting specific IMC tools to propose a specific promotion strategy. Your team will develop a comprehensive understanding of how integrated marketing communications (IMC) can effectively convey a brand message across various platforms. Your team will create a fictional company within your chosen industry. Your team will design a cohesive brand identity, including a creative IMC message suitable for a print advertisement, email campaign, social media post, and website landing page.
Grade Scheme
Here is a rough outline of the grading scheme.
Discussions 20%
HBR Cases 20%
Simulation 20%
IMC HubSpot Certifications 20%
Team IMC Strategy Brief 20%
The following grading standards will be used in this class:
| Grade |
Range |
| A |
100 % to 93.0% |
| A- |
< 92.0 % to 90.0% |
| B+ |
< 90.0 % to 87.0% |
| B |
< 87.0 % to 84.0% |
| B- |
< 84.0 % to 80.0% |
| C+ |
< 80.0 % to 77.0% |
| C |
< 77.0 % to 74.0% |
| C- |
< 74.0 % to 70.0% |
| D+ |
< 70.0 % to 67.0% |
| D |
< 67.0 % to 64.0% |
| D- |
< 64.0 % to 61.0% |
| F |
< 61.0 % to 0.0% |