Integrated Marketing Communications: Building a cohesive brand identity with UIC’s MKTG 565 course

Effective integrated marketing communications, achieved through the coordination of digital marketing, public relations, advertising, and other strategies, are essential for building a cohesive brand and enabling businesses to connect with their audiences in more meaningful and memorable ways.

The University of Illinois Chicago’s online Master of Science in Marketing program equips students with essential skills and competencies needed to design and implement comprehensive marketing campaigns in the MKTG 565: Integrated Marketing Communications course. Taught by UIC Senior Marketing Lecturer Kim Moon, she discusses the primary objectives of the course, highlights a significant group project that enhances students’ professional development, and shares her approach to creating an exceptional online learning experience.

Learn more about the MKTG 565 course from Kim Moon, including insights into what distinguishes the online MS in Marketing degree.

Can you share insights into the key concepts or skills students will learn in your MKTG 565: Integrated Marketing Communications course?

This course’s main goal is to help students develop the skills and core competencies to create and implement an Integrated Marketing Communications (IMC) campaign. Students will learn how to conduct market research, develop marketing strategy, and leverage their creativity through various assignments and assessments.

The course covers an overview of digital marketing communications and advertising strategies, emphasizing integration across multiple platforms. There is a strong focus on data-driven campaign management, encompassing both traditional media and digital platforms. This ensures that students are well-prepared to design and execute comprehensive, multi-channel marketing approaches.

Is there an assignment or project in your MKTG 565 course that helps students apply their knowledge to real-world scenarios?

I am excited about the group project in this course. In the past students have developed and executed campaigns for the UIC Starbucks cafes. However, for this class, we will be collaborating with the College of Business to develop a campaign for one of their strategic initiatives. The group project will be completed in three steps throughout the semester.

Students will create and implement an IMC campaign by utilizing digital marketing and promotional tools, and insights from secondary marketing research. The project culminates with a final virtual presentation of the various integrated marketing communications campaigns. Students enjoy the project, and I am always pleasantly surprised during the final week of presentations.

How did you approach designing and delivering the online MKTG 565 course to ensure students receive a high-quality learning experience?

For approximately six months, I worked closely with our Center for Advancement of Teaching Excellence (CATE) team to design this course. Their expertise and leadership were invaluable. Since I taught the MKTG 565 course in the past, I was able to update and revise existing content. However, I created additional assessments, tools, and assignments to meet the new course requirements. For example, I created additional lecture videos for the first week to ensure students had a firm foundation in marketing strategy. I also assigned video reflections to allow students to apply important marketing concepts related to the course outcomes.

What sets UIC’s online MS in Marketing program apart from others?

The MS in Marketing program has mass appeal to anyone interested in marketing. It is ideal for professionals who work full-time that are interested in excelling in an area of marketing to advance in their career. The program could also be perfect for anyone that has recently graduated from college or even someone looking to switch careers.

The program offers students the maximum flexibility in the least amount of time to earn their degree. With just eight courses, full-time students can complete the program in as few as 12 months. Our program is taught with the same rigor and by the faculty that teach in our MBA and on-campus MS in Marketing program.

I am excited to be teaching in the online MS in Marketing program and look forward to meeting my new students!