Growth of IMC

Before integrated marketing

Prior to the emergence of the integrated marketing concept, many companies' communications programs were dominated by mass media advertising. Companies relied on advertising agencies for guidance in all areas of marketing communication, though the focus was typically on advertising. Additional promotional and marketing communication tools, such as sales promotion and direct marketing, were viewed as auxiliary services and often used on a per-project basis. Public relations agencies managed publicity, image and affairs but were not viewed as integral to marketing.

Corporate Evolution of IMC

During the 1980s, companies determined a need for the strategic integration of their promotional tools. Companies realized that by coordinating their marketing communications efforts, they could avoid duplication, take advantage of synergy among various promotional tools, and develop more efficient and effective marketing communications programs.

As the applications of integrated marketing communications continue to grow, there is a need for academics to assist practitioners in the measurement, planning, and evaluation of IMC programs. The Centre for IMC is a resource designed to assist in this partnership.

Student Consulting Projects

Year Company


SDSU Alumni Association
Center for Justice and Reconciliation
The Lavin Center


The San Diego Opera
Stayteen Organization
Sugarmamma Caramels
Als San Diego

2015 Rise San Diego
Fab Lab
Lauren LeVieux Art Studio
SDSU Alumni Association- The Give Campaign
Combat Arts
GM - Acura
ALS Society San Diego
Beginning to End Studio
Community Rowing San Diego
Essential Oils - DoTerra
Health, Wellness, and Inspiration
Neutralizer+ Medical Toothbrush
Poway Rodeo
SD Opera
SD Future Foundations
SD Wine and Beer Co.
SDSU Aztec Shop
SDSU College of Education
SDSU Fitness
Stay Teen
Sugar Mama
Summit for Stem Cell
VCA Animal Hospital
1 to 1 Movement
2013 Bice Restaurante
Instant Imprints
Fox Sports
Downtown San Diego Partnership
Westfield Malls
General Motors–Chevrolet
Wawanesa Insurance
Chair Visor
Mission Bay Cluster
Duende Design
Boy/Girl Party
Pilates Plus
2012 Foster Lodging and Campgrounds
Honda Environmental
Cal Fresh
Chula Vista Fire Department Training Division
2011 Charity Auction Fundraising
Honda Accord
The Mom Method
Simple Mobile
The Old Globe
Sweeter Solutions
2010 Preferred Marketing Zone
Evolution Juice
Creative Solutions
Athletes First
Wahoo's Fish Taco
JPEC Consultants
2009 Illuminate Synergy
DC Shoes
UCSD Medical Center

Past Seminars

Best Practices in Integrated Marketing Communications Featuring the "GOT MILK?" and "WHAT HAPPENS IN VEGAS, STAYS IN VEGAS" Campaigns

The Role of Integrated Marketing Communications (IMC) for High Technology Companies




The IMC offers resources, research, and training to businesses to facilitate the optimal coordination of their communications efforts and to help maximize the effectiveness of their integrated marketing communications programs.

IMC Consulting

Find out what we can do for you (pdf)

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