Integrated Marketing Communications for Hockey (HCKY) 643

Integrated Marketing Communications for Hockey

Delivery Mode: Online

Credits: 3

Prerequisites: Complete a business or management degree at a recognized post secondary institution Complete the CHP Professional Education Program (CHP-PrEP) through BHI’s academic partner, Athabasca University. Accumulate a minimum of three years of managerial experience within hockey-related organizations

Faculty: Faculty of Business

Program: Certified Hockey Professional Designation

Course Overview

This course introduces students to integrated marketing communications (IMC) for the purposes of building, maintaining, and leveraging their franchises’ brand equity. IMC brings together advertising, promotion, communications, public relations, social media, and sales in order to enhance the communication of the franchise’s primary and secondary brands through synergy and complementarity.

Learning Objectives

  • Apply the key terms, definitions, and concepts used in integrated marketing communications.
  • Conduct and evaluate marketing research and apply these findings to develop competitive and positioning strategies to specific target audience(s) for an IMC campaign plan for a hockey club.
  • Critically evaluate various media channels and determine their uses, benefits and drawbacks.
  • Select suitable outlets and proper message format for media relations.
  • Understand how brands are perpetuated, enhanced, and damaged in various media.
  • Analyze the various stakeholders in the marketplace and how to integrate their needs into a campaign.
  • Craft a range of communications that serve target audiences in commercial and social campaigns.
  • Distinguish between marketing rules, conventions, etiquette, ethics, and best practices.
  • Coordinate multi-disciplinary teams to agree on marketing objectives and strategies.
  • Plan an integrated marketing campaign to achieve measurable objectives.
  • Measure and evaluate the communications effects and results of an IMC campaign to determine its effectiveness.
  • Apply ethical principles to effective marketing communications and public relations practices.

Athabasca University reserves the right to amend course outlines occasionally and without notice. Courses offered by other delivery methods may vary from their individualized-study counterparts.