Integrated Marketing Communications
Integrated Marketing Communications in the AI Era: Running the AI-Augmented Agency from Insight to Pitch
The machine can say anything.
A brand says one thing.
What students do
Fluent content has become effectively free — a thousand on-brief ads take a minute, for you and for everyone else. What stayed scarce is a voice worth keeping: one idea, chosen well, carried whole across every channel. This course seats the student at the agency desk: creative and communications lead for one of four clients — a craft roaster, a campus payments app, a sustainable-apparel brand, a regional tourism board. Across the semester the student builds the brand platform, pressure-tests concepts against a synthetic audience, chooses the big idea, writes the copy and directs the art, plans the media and the budget, engineers content, email, and earned coverage, drives response, proves performance — and pitches the finished campaign book to the client.
The semester covers: a complete IMC course — brand strategy and positioning, creative strategy, advertising and copy, media planning, digital and social, email automation, PR and influencer, direct response, measurement and testing, ethics and law — taught to the professional's standard. With an AI teammate that drafts brilliantly, agrees too easily, and needs a director, the course trains the discipline the era actually rewards: direct the machine, audit the work, and integrate everything into one campaign that sounds like one brand.
Where it fits: assumes intro-level marketing (or the gateway course). The full training of the communicator's chair. Also runs alongside a standard IMC text — keep your text and your syllabus, and add the AI dimension: the studio, the Coach, and the catch.
What's included: the textbook (ISBN 978-1-63857-443-9, paperback); hosted studio platform + codes; instructor dashboard; instructor kit for verified adopters.