Graduates of the Integrated Marketing Communications (IMC) program will deal with the needs of business organizations to develop and execute integrated marketing communication plans that inform, motivate, and gain support from their publics and contribute to corporate marketing objectives.
This integrated communication process relies on writing clear, targeted communication and IMC strategies and preparing professional print, graphic, and electronic communications. Integrated Marketing Communications graduates will also conduct research with an emphasis on analysis and the strategic marketing implications of advertising, personal selling, public relations, sales promotion, direct marketing and branding.
The importance of professional ethics and practices, professional development, and professional societies in corporate and marketing communication will be emphasized throughout the program. Students enrolled in this program will be expected to join a related professional organization.
Program Information
Length: One-year Ontario Graduate Certificate program Delivery Sequence: Doon (Kitchener) - September/2014 (Open) - Fall | Winter Location: Doon (Kitchener) Start: September First-Year Capacity: 50
Admission Requirements
Diploma or degree from an accredited college or university in a related field OR equivalent experience
Note re: Admission Requirements
Applicants possessing degrees/diplomas from institutions where the language of instruction was not English will be required to provide test scores as evidence of their English language proficiency. Test scores, if required, would be a minimum of TOEFL PBT 580 with a TWE of 4.5 or iBT 88; IELTS 6.5 with no bands less than 6.0; CAEL 70 with no sub-test band scores less than 60; CAAT D at 65%; or equivalent scores in other recognized standard tests of English.
We offer a language program for students whose English language skills are below the standard required for admission but all other admission criteria have been met. An applicant will be eligible for admission to the graduate program after completion of level 4 of the General Arts and Science - English Language Studies (ELS) program with an overall grade average of 80% and no grade less than 75%. Placement in the ELS program is determined by scores on an in-house English language test or TOEFL or IELTS.
Admission Procedures
Submit proof of admission requirements.
Applicants not meeting the credential requirement must submit a resume outlining relevant experience. Please submit the resume directly to the Conestoga College Admissions Office.
Applicants not meeting credential requirements who are registered at university in year two of a program may be considered for entry into the program.
Final selection is made following an assessment of the admission requirements.
Tuition & Fees
Tuition: Please refer to program fee chart for information. *Fees are higher for international students on a Student Visa. Please refer to international program fee chart for information. *Books and supplies are additional.
Graduate Opportunities
Graduates can expect to find employment in a variety of industries in areas such as marketing communications, brand management, public relations, event planning, corporate communications and direct marketing.
89% of 2011-2012 graduates found employment within 6 months of graduation. Their average salary was $34,488.
For more details on related occupations, job market information and career opportunities, see the Government of Canada website: http://www.workingincanada.gc.ca
Pathways & Credit Transfer
Conestoga pathways enable students to build on their academic achievements in order to earn a degree or additional credential. Pathways are formed through agreements between Conestoga programs or partner institutions. View the transfer agreement opportunities for this program.
Often applicants have earned credits from another college or university that may allow a student to be granted advanced standing or exemption. Learn more about credit transfer opportunities at Conestoga.
Description: This course explores the principles of advertising and promotion for products and services in business to consumer and business to business markets as a part of integrated marketing communications. An emphasis on both offline and online approaches to planning, implementing and evaluating advertising and promotional activities will prepare students to create balanced and effective plans. Students will be introduced to promotions, point of purchase, direct response, and media planning techniques. Students will have an opportunity to develop an advertising plan for the product or service they develop in marketing class. Hours: 45 Credits: 3 Pre-Requisites: CoRequisites:
Description: In this course, students will apply a strategic approach to integrate the marketing, advertising and public relations components of a plan that fits with the corporate mission and vision. An introduction to corporate strategic planning will enhance the development of the new idea or service students create in marketing class. The importance of business objectives to the strategic planning process will be explored. Students will have an opportunity to develop an IMC plan for the product or service they develop in marketing class. Hours: 45 Credits: 3 Pre-Requisites: CoRequisites:
Description: Students will learn the art and science of communicating messages both offline and online in a corporate environment as part of an integrated marketing communications plan. Students will explore the process of developing creative, targeted communications materials including message development, working with designers and photographers, and directing print requirements. An emphasis will be placed on writing concise, grammatically correct copy for a variety of print and online corporate communications. Students will develop and write the messages for the promotions for the product or service they create in the marketing course. Hours: 60 Credits: 4 Pre-Requisites: CoRequisites:
Description: Students develop a clear, comprehensive branding strategy for a new product or service to demonstrate their understanding that a brand is much more than a name or logo differentiating a corporate identity. A brand is the totality of how consumers see, experience, feel about and respond to a product or service in the marketplace. This course considers how effective branding is the strategic glue that holds an IMC plan together; it ensures the desired consumer messaging ? and most relevant means of engagement ? are integral to every point of public contact. Hours: 45 Credits: 3 Pre-Requisites: CoRequisites:
Description: This course explores marketing principles with an overview of the marketing process from product or service development up to promotion with a focus on the analytical techniques useful to marketing management. Students will explore the factors a marketer will consider when introducing a new or extended product or service, learn how to analyse the public response to products and services, and assess how new and emerging technologies are used in the marketing planning and evaluation processes. The social, economic, geographic, legal and competitive issues that impact product development, packaging, and distribution channels are examined. Students will have an opportunity to develop a marketing plan for a new product or service they create which will be linked to the branding and promotions plans in the branding, advertising and public relations courses. Hours: 45 Credits: 3 Pre-Requisites: CoRequisites:
Description: This course explores the principles of public relations as an effective management strategy for internal and external publics. The importance of reputation management and its relationship with corporate branding will be explored, and the role of new media as a communications tool will be emphasized. Introductions to media relations, government relations, crisis communications and internal communications will be discussed. Students will have the opportunity to develop a public relations plan for the product or service they develop in the marketing course. Hours: 45 Credits: 3 Pre-Requisites: CoRequisites:
Description: Students explore the purpose, practice and ethical aspects of consumer research in an IMC approach to corporate communications. This course examines mainstream and emerging research processes and methodologies with an emphasis on data interpretation and analysis. Students are challenged to migrate key findings into strategic elements/components of an IMC plan addressing psychographics, information needs and media preferences of target audiences. Students will learn to conduct the necessary research for IMC planning, including the product or service they create in the marketing course. Hours: 45 Credits: 3 Pre-Requisites: CoRequisites:
Description: Corporate communicators engage in a broad range of interpersonal activities, time-sensitive challenges and complicated issues that demand vigilance and proficiency in a number of key business practices including: staff training and development; preparing budgets and financial reports; writing and producing proposals, presentations and communication materials; dealing with legal and ethical issues; and personal career management. This course introduces students to these and other practices supporting a successful career in corporate communications. Hours: 45 Credits: 3 Pre-Requisites: CoRequisites:
Description: Students apply their acquired skills and insights to develop a professional IMC proposal worthy of submission to a real-world corporate entity. Using the internet and other information resources ? including, ideally, in-person contacts with local corporate spokespersons ? they research and analyze the current communications platform of a major brand to identify: its primary communication objectives; brand positioning; target publics; and key strategic communications initiatives including success metrics, if any. Students then propose and justify actions to enhance (or eliminate) these communication initiatives and to introduce new strategic components across a range of ?audience-centric’ IMC channels including new and emerging social media technologies. Hours: 80 Credits: 3 Pre-Requisites: CoRequisites:
Description: Even brilliant strategic vision is worthless without solid execution. This course embraces this mantra and equips students to plan, organize, manage and evaluate the myriad projects driving a successful IMC campaign. It examines mainstream project management models and resources, and challenges students to apply these tools effectively in the development of detailed project management plans for specific initiatives within various media. Hours: 60 Credits: 4 Pre-Requisites: CoRequisites:
Description: Effective creative strategies communicate compelling brand messages in relevant ways using preferred media of target publics. Brand strategy is the positioning glue that holds an IMC plan together; creative strategies form the individual touch-points than personalize the brand message and elicit desired responses from distinct audience groups. Students apply principles of creative strategy development from an IMC perspective which embraces a broad and rapidly evolving combination of media technologies to interact successfully with multiple publics. Hours: 60 Credits: 4 Pre-Requisites: CoRequisites:
Description: This course advocates abandonment of a traditional corporate communications mindset that aims to manage the media and control dissemination of a desired message to target publics. It promotes instead a media relations strategy from an IMC perspective which sees newspersons as colleagues whose support in the advancement of communication objectives is earned through professional reciprocity and stronger, more genuine relationships. Students also explore new and emerging social media and associated technologies, and are challenged to prepare clear, compelling written communications for multiple media channels within a well-rounded IMC plan. Hours: 45 Credits: 3 Pre-Requisites: CoRequisites:
Description: Effective communications create opportunities for relevant personal interactions with target audiences. This course deals with one of the most powerful ways to achieve this intimate, one-on-one interaction ? through well-planned and well-executed (live or virtual) events that engage corporate publics in meaningful ?experiences’ showcasing the desired brand positioning. Students demonstrate their ability to develop innovative event concepts and detailed activation plans as tactical components of a broader IMC strategy. Hours: 45 Credits: 3 Pre-Requisites: CoRequisites:
Description: This course challenges students to prepare a high-quality portfolio showcasing the IMC insights and abilities they have acquired through their courses of study in the program. This portfolio will be targeted to prospective clients or employers and will include compelling, well-presented examples of student competence in: consumer research, branding strategy, IMC strategic planning, media relations, event and project management, creative development, new media technologies, and conception and production of a full range of marketing communications materials. Hours: 30 Credits: 2 Pre-Requisites: CoRequisites:
Program Outcomes
Develop, write and present, clear, targeted communication materials including proposals.
Develop and execute corporate communication plans by incorporating knowledge of corporate communication, public relations and organizational theories, corporate communication practices, strategies, history and emerging practices.
Complete all work in accordance with codes of professional ethics, standards, and practices; and relevant law.
Analyze research to develop communication strategies to meet information needs of internal and external publics.
Develop, execute, and evaluate clear and measurable communication objectives.
Adapt to, work within, and influence organizational policies and procedures.
Develop a project or tactical budget.
Produce, and/or co-ordinate the production of, visually effective print, graphic, and electronic communications using industry-standard technologies.
Enhance personal and professional development and promote the development of the corporate communications and public relations profession through the development and implementation of ongoing strategies and plans.
Develop and execute a project plan using project management techniques and software.
Integrate traditional and interactive communication elements into effective communication strategies.
The College appoints Program Advisory Committee members for diploma, degree, certificate and apprenticeship programs. Committees are composed of employers, practitioners and recent program graduates. College representatives (students, faculty, and administrators) are resource persons. Each committee advises the Board on the development of new programs, the monitoring of existing programs and community acceptance of programs.
International students should apply online using a Conestoga College International Application Form. Please note: not all programs are open to international students. Interested students should check the listing of open programs on our international students web page before applying.
For program information, call the Information Centre at 519-748-5220 ext 3656.
