Digital and Integrated Marketing Communications

Integrated Marketing Communications involves the coordination of various promotional elements and other marketing activities that communicate with a firm's customers. IMC focuses on the synergistic role of advertising, sales promotions, direct marketing, internet and interactive marketing, public relations, and personal selling in the communications program.

Mission Statement

The Centre for Integrated Marketing Communications (IMC) at San Diego State University is a non-profit institution that enhances the existing awareness of Integrated Marketing Communications via scholarly research and practical application to educate students, academics and practitioners in the advantages associated with IMC as an effective and efficient marketing communication strategy.

The IMC helps businesses to develop an effective and efficient marketing communication strategy.

The IMC educates academics and students about the advantages and implications of integrated marketing communications.

Evolution of the Centre for IMC

In 2002, San Diego State University's Business School founded the Centre for Integrated Marketing Communications. It was the first Integrated Marketing Communications program to be housed in a business school in the United States.

As media options continue to proliferate, those engaged in marketing communications are responsible for determining which communications methods are most effective given the objectives and budgets within which they operate. Integrated Marketing Communications focuses on the added value of a comprehensive plan. The plan evaluates the strategic roles of various communications disciplines and combines these disciplines to provide clarity, consistency, and a maximum communications impact.

Advertising book

Professors George and Michael Belch announce the release of the 11th edition of their bestselling textbook Advertising & Promotion: An Integrated Marketing Communications Perspective, 11th ed., McGraw Hill, 2018. The text is now published in 10 languages.