BU-404: Integrated Marketing Communications

Course Information

Course, prefix, number, & title: BU-404 Integrated Marketing Communications

Hours (Class, recitation, Laboratory, studio): 3 class hours

Credits: 3

Pre-requisites (if any): BU-401 or SOCY-275

Course Description in college catalog:

The objective of this course is to provide students with an overview of the components and considerations involved in the development, coordination, and execution of Integrated Marketing Communications (IMC) strategies involving a coordinate set of communication tools: advertising, sales promotion, direct marketing, personal selling, publicity and public relations, and digital interactive media, social media and internet marketing. 

Academic programs for which this course serves as a requirement or an elective:

A.A.S. Management

General Education Outcomes: Below is a listing of General Education Outcome(s) that this course supports.

  1. Communicate effectively in various forms

  2. Use analytical reasoning to identify issues or problems and evaluate evidence in order to make informed decisions

Course-specific student learning outcomes:

Upon completing this course, students should be able to:

  1. Appreciate the role of IMC in contemporary marketing and brand building.

  2. Explain how different consumer motivations and behaviors influence an organization’s communications with consumers and other brand stakeholders.

  3. Explore the role of advertising, direct marketing, sales promotion, publicity and public relations, personal selling, and social media and the Internet in the marketing process.

  4. Evaluate the planning, implementation, and success of IMC programs through the development of a critical understanding of the overall marketing process, consumer behaviors, communication theory, and the use of a wide variety of media.

  5. Understand the ethical, regulatory, social, and economic factors that influence an organization’s IMC efforts.

Program-specific outcomes

  1. Integrate knowledge & skills in marketing.

  2. Identify and explain fundamental marketing principles and processes.

Other program outcomes (if applicable).

  1. Work collaboratively to accomplish learning objectives

Methods by which student learning will be assessed and evaluated; describe the types of methods to be employed; note whether certain methods are required for all sections:

  1. Participation               

  2. Case Studies

  3. Exams

  4. Homework

  5. Project

Academic Integrity policy (department or College):
Academic honesty is expected of all students. Any violation of academic integrity is taken extremely seriously. All assignments and projects must be the original work of the student or teammates. Plagiarism will not be tolerated. Any questions regarding academic integrity should be brought to the attention of the instructor. The following is the Queensborough Community College Policy on Academic Integrity: "It is the official policy of the College that all acts or attempted acts that are violations of Academic Integrity be reported to the Office of Student Affairs. At the faculty member's discretion and with the concurrence of the student or students involved, some cases though reported to the Office of Student Affairs may be resolved within the confines of the course and department. The instructor has the authority to adjust the offender's grade as deemed appropriate, including assigning an F to the assignment or exercise or, in more serious cases, an F to the student for the entire course." Read the University's policy on Academic Integrity opens in a new window(PDF).

Any student who feels that he or she may need an accommodation based upon the impact of a disability should contact the office of Services for Students with Disabilities in Science Building, Room S-132, 718-631-6257, to coordinate reasonable accommodations for students with documented disabilities. You can visit the Services for Students with Disabilities website.

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