Integrated Marketing Communication

Code:

CC071

Acronym:

CIM

Keywords
Classification	Keyword
OFICIAL	Communication Sciences

Instance: 2025/2026 - 1S

Active?	Yes
Responsible unit:	Department of Communication and Information Sciences
Course/CS Responsible:	Bachelor in Communication Sciences

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
CC	50	Study plan	3	-	6	41	162

Teaching language

Portuguese

Objectives

O1. Discuss the overall role of integrated marketing communication (IMC) in building strong brands and strengthening companies.

O2. Study the main components of IMC

O3. Look more deeply at what is required to develop and execute an effective and integrated message

O4. Knowledge and tools are provided to help an effective IMC planning and implementation

Learning outcomes and competences

• Know a IMC plan structure and requirements.

• Know how IMC fits into the marketing mix.

• Understand how the communications process fits into and works with consumer behavior with emphasis on the consumer decision making process.

• Develop an awareness of the connection between marketing communications tools, and how each can be used effectively- individually or in an integrated mix.

• Obtain a practical, real-world application of IMC theory.

Working method

Presencial

Pre-requirements (prior knowledge) and co-requirements (common knowledge)

Students must have marketing knowledge.

Program

PC1 - Introduction to Integrated Marketing Communication (IMC)

PC2 – The IMC Plan

PC3 - Consumer Behaviour and consumer journey

PC4 – IMC tools

      2.1 Advertising

      2.2 Marketing

      2.3 Public Relations

      2.4 Social Media

      2.5 Outras

PC5 –  IMC messages

Mandatory literature

Steyn, Benita; From strategy to corporate communication strategy: A conceptualisation, Journal of Communication Management, 2014
PERCY, Larry ; Strategic Integrated Marketing Comunication, Routledge , 2018
George E. Belch; Advertising and promotion. ISBN: 0-07-110589-1
Michael A. Belch; Advertising and promotion. ISBN: 1-4288-0495-1

Complementary Bibliography

• Hallahan, Kirk, Holtzhausen, Derina, van Ruler, Betteke, Verčič, Dejan, & Sriramesh; Defining Strategic Communication, International Journal of Strategic Communication. ISBN: 10.1080/15531180701285244

Teaching methods and learning activities

keywords

Social sciences > Communication sciences

Evaluation Type

Distributed evaluation without final exam

Assessment Components

Designation	Weight (%)
Trabalho escrito	50,00
Teste	50,00
Total:	100,00

Amount of time allocated to each course unit

Designation	Time (hours)
Trabalho escrito	50,00
Estudo autónomo	49,00
Frequência das aulas	63,00
Total:	162,00

Eligibility for exams

Group work (50%) +  Test (50%)

Students will pass if they obtain a final grade of 9.5 or higher, with a minimum grade of 7.5 required in each of the two components mentioned above.

Those who have a final grade lower than 9.5 or lower than 7.5 in at least one of the components, or who wish to improve their grade, must take the Resit Exam.

Calculation formula of final grade

Group work (50%) + Test (50%)

Classification improvement

Resit Exam- 100%