Strategic Communication Campaigns for the Digital Age – COMS/STCO 658

CG • Section 8WK • 11/08/2019 to 04/16/2020 • Modified 07/27/2021

Course Description

An exploration of the use of integrated marketing communication for strategic movement of organizations, products and services toward growth.

For information regarding prerequisites for this course, please refer to the Academic Course Catalog.


The purpose of this course is to provide students with a theoretical and practical understanding of the contemporary world of Advertising and Public Relations and its role in business, government, not-for-profit, and community organizations. It is an excellent complement to all three areas of concentration in the MA in Communications (Organizational and Interpersonal Communication, Media Studies, and Rhetorical Communication Studies) due to the theoretical framework and practical real-world application; however, this course is integral to anyone pursuing the Organizational and Interpersonal Communication track.

Measurable Learning Outcomes

Upon successful completion of this course, the student will be able to:

  1. Formulate an applied working knowledge of the Integrated Marketing Communications (IMC) toolbox.
  2. Examine the analyses and processes of establishing a growth plan for an organization powered by IMC principles and practices.
  3. Apply strategic communication to the growth of an organization, its products, and/or services.
  4. Explain the advantages of a Christian worldview in the transactional marketplace.

Course Assignment

Textbook readings

Course Requirements Checklist

After reading the Course Syllabus and Student Expectations, the student will complete the related checklist found in Module/Week 1.

Discussion Board Forums (6)

Discussion boards are collaborative learning experiences. Therefore, the student will discuss and apply his/her textbook readings to his/her own life, in addition to promoting engagement with other students. Each thread must be 350–450 words, include at least 2 references to the course text, reference 2 unique outside sources, and demonstrate course-related knowledge. Be sure to give attention to the Christian worldview as it applies to the discussion board topic. In addition to the thread, the student is required to reply to at least 2 other classmates’ threads. Each reply must be at least 200–250 words and must include at least 1 reference to the course text and 1 unique outside source reference. APA style is required for all intext citations and references.

IMC Case Part 1

The student will write the foundation of an Integrated Marketing Communications (IMC) plan, analyzing the situation facing an organization as it seeks to grow the market for its products, services, and/or activities. This paper will serve as the starting point for the ICM Case Part 2 paper. The IMC Case Part 1 must be 6–7 pages, must include at least 5 references in addition to the textbook, and must adhere to current APA format.

IMC Case Part 2

The student will prepare a case study analysis of a company and its Integrated Marketing Communications efforts and advertising/Public Relations efforts. The student must use at least 12 additional new references and the textbook as supporting evidence. The IMC Case Part 2 must be 15–20 pages, not including the reference pages, and must adhere to current APA format. This page count includes work done in IMC Case Part 1.

Midterm Exam

The Midterm Exam will cover the Reading & Study material from Modules/Weeks 1–4. It will be open-book/open-notes, contain 50 multiple-choice questions, and will have a 2-hour time limit.

Final Exam

The Final Exam will cover the Reading & Study material from Modules/Weeks 5–8. It will be open-book/open-notes, contain 50 multiple-choice questions, and will have a time limit of 2 hours and 20 minutes.