Internet Explorer 7, 8, and 9 are no longer supported. Please use a newer browser.
Concourse works best with JavaScript enabled.
UCLA logo

374085: Integrated Marketing Communications
MGMT-X 460.52

  • Summer 2020
  • Section 1
  • 4 Credits
  • 06/22/2020 to 09/06/2020
  • Modified 05/12/2020


This course focuses on the latest marketing communication practices—known as integrated marketing communications (IMC)—featuring an overview of the major media, including broadcast, print, outdoor, point of purchase, direct mail, Internet, telemarketing, public relations, and promotion. The emphasis is on how to analyze and create an IMC program by using the latest value-based IMC concepts and measuring "return on communications investment."


  1. Develop the tools, techniques, and strategies to write and present a range of professional marketing communications, from advertising to special events, media releases, and public presentations.
  2. Enhance skills in identifying target audiences and methods to successfully deliver key messages to them.
  3. Learn the specifics of developing an effective Integrated Marketing Communications plan.
  4. Practice techniques of professional communications and networking through course discussions.
  5. Identify marketing communication career resources and employment opportunities.


Integrated Marketing Communication: Creative Strategy from Idea to Implementation

  • Author: Robyn Blakeman
  • Publisher: Rowman & Littlefield
  • Edition: Second, 2014
  • ISBN: 978-144222122

Ordered by university bookstore, also available online.

Supplementary Course Website

Readings and resources for professional marketers & communicators



Course grades will be based on participation and completion of assignments as follows:

Types of evaluations and related weights
Type Weight Topic Notes
Discussion Participation 25%
Writing Assignments 30%
Final Communications Plan 45%


to 97.0%
< 97.0%
to 94.0%
< 94.0%
to 90.0%
< 90.0%
to 87.0%
< 87.0%
to 84.0%
< 84.0%
to 80.0%
< 80.0%
to 77.0%
< 77.0%
to 74.0%
< 74.0%
to 70.0%
< 70.0%
to 0.0%

Institutional Policies

Student Conduct

Students are subject to disciplinary action for several types of misconduct or attempted misconduct, including but not limited to dishonesty, such as cheating, multiple submission, plagiarism, or knowingly furnishing false information to the University; or theft or misuse of the intellectual property of others or violation of others' copyrights. Students are encouraged to familiarize themselves with policy provisions which proscribe these and other forms of misconduct at:

Services for Students with Disabilities

In accordance with the Americans with Disabilities Act of 1990, UCLA Extension provides appropriate accommodations and support services to qualified applicants and students with disabilities. These include, but are not limited to, auxiliary aids/services such as sign language interpreters, assistive listening devices for hearing-impaired individuals, extended time for and proctoring of exams, and registration assistance. Accommodations and types of support services vary and are specifically designed to meet the disability-related needs of each student based on current, verifiable medical documentation. Arrangements for auxiliary aids/services are available only through UCLA Extension’s Office for Students with Disabilities at (310) 825-0183 or by email at [email protected]. For complete information see:


Your instructor may post the interim grade Incomplete/I if at the end of the class your overall work is of passing quality but a portion could not be submitted for understandable reasons (e.g. illness). It is your responsibility to petition your instructor for permission to submit work late and to provide an explanation, and it is his or her sole decision whether to accept the explanation. If permitted, the Incomplete/I grade will be posted and a time frame defined for you to submit the missing work, ranging from one to twelve weeks. Incomplete/I grades that remain unchanged after twelve weeks will lapse to F, NP or U. Receiving an I grade entitles you to submit only the missing work your instructor has agreed to accept late, and does not allow other work to be retaken or oblige UCLA Extension to provide continuing access to course materials via Canvas. The Incomplete/I grade is not an option for courses that do not bear credit, such as 700, 800, or 900-level courses. For complete information, see:

All Grades are Final

No change of grade may be made by anyone other than the instructor, and then, only to correct clerical errors. No term grade except Incomplete may be revised by re-examination. The correction of a clerical error may be authorized only by the instructor of record communicating directly with personnel of Student and Alumni Services.

Sexual Harassment

The University of California is committed to creating and maintaining a community where all individuals who participate in University programs and activities can work and learn together in an atmosphere free of harassment, exploitation, or intimidation. Every member of the community should be aware that the University prohibits sexual harassment and sexual violence, and that such behavior violates both law and University policy. The University will respond promptly and effectively to reports of sexual harassment and sexual violence, and will take appropriate action to prevent, to correct, and when necessary, to discipline behavior that violates our policy.

All Extension students and instructors who believe they have been sexually harassed are encouraged to contact the Department of Student and Alumni Services for complaint resolution: UCLA Extension, Suite 113, 10995 Le Conte Ave., Westwood; Voice/TTY: (310) 825-7031. View the University’s full Policy on Sexual Harassment and Sexual Violence at

Additional Items

Course and Instructor Evaluation

UCLA Extension values your feedback on course and instructor evaluations. We ask all students to take a few minutes to complete an end-of-course evaluation survey. Updates to the course and instruction are influenced by your feedback. Understanding your student experience is essential to ensure continuing excellence in the online classroom and is appreciated by your instructor and the UCLA Extension academic leadership.

Your participation in a survey is voluntary, and your responses are confidential. After instructors submit grades, they will be given an evaluation report, but this report will not contain your name.

About Your Online Course Materials

Please note the following about online course components at UCLA Extension:

  • Students must have basic computer skills, including the use of word processing software, email, and the ability to use internet browsers, such as Safari, Firefox, or Chrome.
  • Students are responsible for meeting the technical requirements of Canvas and familiarizing themselves with the Canvas Learning Management System.
  • Students are responsible for keeping a copy of all assignments and work submitted, and to be aware of all assignments, due dates, and course guidelines.
  • Students are encouraged to keep and/or download a local copy of their assignment files, as access to the online environment of a specific course is limited to 30 days after the final course date, as listed in the course catalog.

    If you need assistance downloading student materials from your course, please contact Canvas Support or the UCLA Extension Learning Support Team.

UCLA Extension Canvas and Learning Support

For immediate 24/7 Canvas technical support, including holidays, click on Help (located on the menu to the left) where you can call or chat live with a Canvas Support representative.

UCLA Extension Instructional Design and Learning Support
The UCLA Extension Learning Support staff assists both students and instructors with Canvas-related technical support, as well as general and administrative questions.

Learning Support staff is available Monday through Friday, from 8 AM to 5 PM (Pacific Time), except holidays:











Week 1


Post introduction, participate in Week 1 discussions throughout week



Chapter 1:

Integrated Marketing Communication

Discuss readings


View virtual lecture on Marketing Fundamentals;

Discussion posts


Preview upcoming unit

Week 2


Participate in Week 2 discussions throughout week



Chapters 2, 3:
IMC Plans; Branding, Positioning
Discuss readings


Assignment 1 due on Communications Plan Topic

Preview upcoming unit

Week 3


Participate in Week 3 discussions throughout week



Chapter 4:
Creative Briefs
Discuss readings


View virtual lecture on Communication Appeals and Tactics; Discussion posts

Preview upcoming unit

Week 4


Participate in Week 4 discussions throughout week



Chapter 5:
Creative Process
Discuss readings


Assignment 2 due on Target Market Demographics

Preview upcoming unit

Week 5


Participate in Week 5 discussions throughout week



Chapter 6:

Discuss readings


View virtual lecture on Best Writing Tips; Discussion posts

Preview upcoming unit

Week 6


Participate in Week 6 discussions throughout week



Chapters 7, 8:
Campaigns, Public Relations
Discuss readings


Assignment 3 due on Communication Messages

Preview upcoming unit

Week 7


Participate in Week 7 discussions throughout week



Chapters 9, 10, 11:

Newspaper, Magazine, & Radio Advertising

Discuss readings


View virtual lecture on Cross-Cultural Messages;
Discussion posts



Preview upcoming unit

Week 8


Participate in Week 8 discussions throughout week



Chapters 12, 15, 16: Television, Internet, Social Media
Discuss readings


View virtual lectures on New Media; Discussion posts

Preview upcoming unit

Week 9


Participate in Week 9 discussions throughout week



Chapters 13, 14, 17: Out-of-Home,

Direct Marketing, Sales Promotions

Discuss readings


Assignment 4 due on Media Mix Selection

Preview upcoming unit

Week 10


Participate in Week 10 discussions throughout week



Review textbook



Final Communications Plan due

Review course materials