Loading...

Course Description

Integrated marketing communications (IMC) is both a theory and a process. The goal of IMC is to make sure the promotional elements of a business work together and communicate a consistent brand experience for current and future customers. In the information age, it is critical that your brand penetrates through the dense marketing landscape and connects with your target audiences.

In this course, you will examine what integrated marketing communications is and how you can use it to communicate your brand’s strategy and promise. You will also identify why an IMC plan should constantly evolve in the face of a shifting media landscape and dynamic business realities and market conditions. You will discover how you can use marketing communications to effectively shape consumers’ brand beliefs and persuade them, while doing so in ways that are legal and ethical. Finally, you will explore a number of conceptual models that can help you define and refine the brand's marketing communications goals. Throughout, you will utilize these strategies to begin to build an IMC strategy for a fictional hotel in Baltimore, Maryland.

Faculty Author

Rob Kwortnik; Bill Carroll

Benefits to the Learner

  • Perform a market analysis and assess brand fit
  • Evaluate consumer protections and decision-making processes
  • Identify IMC critical success factors, goals, and objectives

Target Audience

  • Marketers
  • Operations professionals
  • Revenue managers
  • Sales professionals
  • Property ownership groups
  • Hospitality executives

Applies Towards the Following Certificates

Loading...
Enroll Now - Select a section to enroll in
Type
2 week
Dates
May 14, 2025 to May 27, 2025
Total Number of Hours
18.0
Course Fee(s)
Regular Price $999.00
Section Notes

This program includes a year of free access to both the Hospitality and Marketing Symposia! These events feature several days of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore pressing industry topics. Symposium events are held several times throughout the year. Once enrolled in your program, you will receive information about upcoming sessions. Throughout the year, you may participate in as many sessions as you wish. Attending Symposium sessions is not required to successfully complete the certificate program.

Type
2 week
Dates
Jul 09, 2025 to Jul 22, 2025
Total Number of Hours
18.0
Course Fee(s)
Regular Price $999.00
Section Notes

This program includes a year of free access to both the Hospitality and Marketing Symposia! These events feature several days of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore pressing industry topics. Symposium events are held several times throughout the year. Once enrolled in your program, you will receive information about upcoming sessions. Throughout the year, you may participate in as many sessions as you wish. Attending Symposium sessions is not required to successfully complete the certificate program.

Type
2 week
Dates
Sep 03, 2025 to Sep 16, 2025
Total Number of Hours
18.0
Course Fee(s)
Regular Price $999.00
Section Notes

This program includes a year of free access to both the Hospitality and Marketing Symposia! These events feature several days of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore pressing industry topics. Symposium events are held several times throughout the year. Once enrolled in your program, you will receive information about upcoming sessions. Throughout the year, you may participate in as many sessions as you wish. Attending Symposium sessions is not required to successfully complete the certificate program.

Type
2 week
Dates
Oct 29, 2025 to Nov 11, 2025
Total Number of Hours
18.0
Course Fee(s)
Regular Price $999.00
Section Notes

This program includes a year of free access to both the Hospitality and Marketing Symposia! These events feature several days of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore pressing industry topics. Symposium events are held several times throughout the year. Once enrolled in your program, you will receive information about upcoming sessions. Throughout the year, you may participate in as many sessions as you wish. Attending Symposium sessions is not required to successfully complete the certificate program.

Type
2 week
Dates
Dec 24, 2025 to Jan 06, 2026
Total Number of Hours
18.0
Course Fee(s)
Regular Price $999.00
Section Notes

This program includes a year of free access to both the Hospitality and Marketing Symposia! These events feature several days of live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore pressing industry topics. Symposium events are held several times throughout the year. Once enrolled in your program, you will receive information about upcoming sessions. Throughout the year, you may participate in as many sessions as you wish. Attending Symposium sessions is not required to successfully complete the certificate program.

Required fields are indicated by .