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Online · School of Communication & the Arts · Strategic & Personal Communication

Strategic Communication Campaigns for the Digital Age

  • CG
  • Section 8WK
  • 11/08/2019 to 04/16/2020
  • Modified 01/13/2020

Course Description

An exploration of the use of integrated marketing communication for strategic movement of organizations, products and services toward growth.





The purpose of this course is to provide students with a theoretical and practical understanding of the contemporary world of Advertising and Public Relations and its role in business, government, not-for-profit, and community organizations. It is an excellent complement to all three areas of concentration in the MA in Communications (Organizational and Interpersonal Communication, Media Studies, and Rhetorical Communication Studies) due to the theoretical framework and practical real-world application; however, this course is integral to anyone pursuing the Organizational and Interpersonal Communication track.

Measurable Learning Outcomes

Upon successful completion of this course, the student will be able to:

  1. Formulate an applied working knowledge of the Integrated Marketing Communications (IMC) toolbox.
  2. Examine the analyses and processes of establishing a growth plan for an organization powered by IMC principles and practices.
  3. Apply strategic communication to the growth of an organization, its products, and/or services.
  4. Explain the advantages of a Christian worldview in the transactional marketplace.

Course Resources

Required Resource Purchase

Belch, G. E., & Belch, M. A. (2018). Advertising and promotion: An integrated marketing communications perspective (11th ed.). Boston, MA: McGraw-Hill. ISBN: 9781259548147.

Disclaimer: The above resource provides information consistent with the latest research regarding the subject area. Liberty University does not necessarily endorse specific personal, religious, philosophical, or political positions found in this resource.

Recommended Resource

American Psychological Association. Publication manual of the American Psychological Association (Current ed.). Washington, DC: Author.

 Additional Materials for Learning

  1. Computer with basic audio/video output equipment
  2. Internet access (broadband recommended)
  3. Blackboard recommended browsers
  4. Microsoft Word

Course Assignments

Textbook readings

Course Requirements Checklist

After reading the Course Syllabus and Student Expectations, the student will complete the related checklist found in Module/Week 1.

Discussion Board Forums (6)

Discussion boards are collaborative learning experiences. Therefore, the student will discuss and apply his/her textbook readings to his/her own life, in addition to promoting engagement with other students. Each thread must be 350–450 words, include at least 2 references to the course text, reference 2 unique outside sources, and demonstrate course-related knowledge. Be sure to give attention to the Christian worldview as it applies to the discussion board topic. In addition to the thread, the student is required to reply to at least 2 other classmates’ threads. Each reply must be at least 200–250 words and must include at least 1 reference to the course text and 1 unique outside source reference. APA style is required for all intext citations and references.

IMC Case Part 1

The student will write the foundation of an Integrated Marketing Communications (IMC) plan, analyzing the situation facing an organization as it seeks to grow the market for its products, services, and/or activities. This paper will serve as the starting point for the ICM Case Part 2 paper. The IMC Case Part 1 must be 6–7 pages, must include at least 5 references in addition to the textbook, and must adhere to current APA format.

IMC Case Part 2

The student will prepare a case study analysis of a company and its Integrated Marketing Communications efforts and advertising/Public Relations efforts. The student must use at least 12 additional new references and the textbook as supporting evidence. The IMC Case Part 2 must be 15–20 pages, not including the reference pages, and must adhere to current APA format. This page count includes work done in IMC Case Part 1.

Midterm Exam

The Midterm Exam will cover the Reading & Study material from Modules/Weeks 1–4. It will be open-book/open-notes, contain 50 multiple-choice questions, and will have a 2-hour time limit.

Final Exam

The Final Exam will cover the Reading & Study material from Modules/Weeks 5–8. It will be open-book/open-notes, contain 50 multiple-choice questions, and will have a time limit of 2 hours and 20 minutes.

Course Grading

Course Requirements Checklist


Discussion Board Forums (6 at 65 pts ea)


IMC Case Part 1


IMC Case Part 2


Midterm Exam

(Modules 1–4)


Final Exam

(Modules 5–8)





Late Assignment Policy

Course Assignments, including discussion boards, exams, and other graded assignments, should be submitted on time.

If the student is unable to complete an assignment on time, then he or she must contact the instructor immediately by email.

Assignments that are submitted after the due date without prior approval from the instructor will receive the following deductions:

  1. Late assignments submitted within one week after the due date will receive up to a 10% deduction.
  2. Assignments submitted more than one week and less than 2 weeks late will receive up to a 20% deduction.
  3. Assignments submitted two weeks late or after the final date of the course will not be accepted outside of special circumstances (e.g. death in the family, significant personal health issues), which will be reviewed on a case-by-case basis by the instructor.
  4. Group projects, including group discussion board threads and/or replies, and assignments will not be accepted after the due date outside of special circumstances (e.g. death in the family, significant personal health issues), which will be reviewed on a case-by-case basis by the instructor.

Disability Assistance

Students with a disability and those with medical conditions associated with pregnancy may contact Liberty University’s Online Office of Disability Accommodation Support (ODAS) at [email protected] for accommodations.  Such accommodations require appropriate documentation of your condition.   For more information about ODAS and the accommodations process, including how to request an accommodation, please visit Requests for accommodations not related to disabilities or pregnancy must be directed to the Registrar’s Office, which generally handles medical needs support.

If you have a complaint related to disability discrimination or an accommodation that was not provided, you may contact ODAS or the Office of Equity and Compliance by phone at (434) 592-4999 or by email at [email protected].  Click to see a full copy of Liberty’s Discrimination, Harassment, and Sexual Misconduct Policy or the Student Disability Grievance Policy and Procedures.

Course Attendance

In an effort to comply with U.S. Department of Education policies, attendance is measured by physical class attendance or any submission of a required assignment within the enrollment dates of the course (such as examinations, written papers or projects, any discussion board posts, etc.) or initiating any communication with one’s professor regarding an academic subject. More information regarding the attendance policy can be found in the Academic Course Catalogs. Regular attendance in online courses is expected throughout the length of the term. Students who do not attend within the first week of a sub-term by submitting a required academic assignment (such as the Course Requirements Checklist, an examination, written paper or project, discussion board post, or other academic activity) will be dropped from the course. Students who wish to re-engage in the course are encouraged to contact Academic Advising to discuss their enrollment options. Students who begin an online course, but at some point in the semester cease attending, and do not provide official notification to withdraw, will be assigned a grade of “FN” (Failure for Non-Attendance). Students wishing to withdraw from courses after the official start date should familiarize themselves with the withdrawal policy.

Grading Scale

A- B+ B B- C+ C C- D+ D D- F
940-1010 920-939 900-919 860-899 840-859 820-839 780-819 760-779 740-759 700-739 680-699 679 and below

For courses with a Pass/NP final grade, please refer to the Course Grading section of this syllabus for the assignment requirements and/or point value required to earn a Passing final grade.

Add/Drop Policy

The full policy statement and procedures are published in the Policy Directory.

Honor Code

Liberty University comprises a network of students, Alumni, faculty, staff and supporters that together form a Christian community based upon the truth of the Bible. This truth defines our foundational principles, from our Doctrinal Statement to the Code of Honor. These principles irrevocably align Liberty University’s operational procedures with the long tradition of university culture, which remains distinctively Christian, designed to preserve and advance truth. Our desire is to create a safe, comfortable environment within our community of learning, and we extend our academic and spiritual resources to all of our students with the goal of fostering academic maturity, spiritual growth and character development.

Communities are predicated on shared values and goals. The Code of Honor, an expression of the values from which our Doctrinal Statement was born, defines the fundamental principles by which our community exists. At the core of this code lie two essential concepts: a belief in the significance of all individuals, and a reliance on the existence of objective truth.

While we acknowledge that some may disagree with various elements of the Code of Honor, we maintain the expectation that our students will commit to respect and uphold the Code while enrolled at Liberty University.

Adherence to the principles and concepts established within facilitates the success of our students and strengthens the Liberty community.

The Code of Honor can be viewed in its entirety at


STCO 658

Textbook:    Belch & Belch, Advertising and Promotion (2018).


Reading & Study




Belch & Belch: chs. 1–2

Course Requirements Checklist

DB Forum 1




Belch & Belch: chs. 3–4

DB Forum 2



Belch & Belch: chs. 5–6

DB Forum 3



Belch & Belch: chs. 7–8

IMC Case Part 1

Midterm Exam




Belch & Belch: chs. 9–11

DB Forum 4



Belch & Belch: chs. 12–14

DB Forum 5



Belch & Belch: chs. 15–17

DB Forum 6



Belch & Belch: chs. 18–19

IMC Case Part 2

Final Exam





DB = Discussion Board

NOTE: Each course module/week begins on Monday morning at 12:00 a.m. (ET) and ends on Sunday night at 11:59 p.m. (ET). The final module/week ends at 11:59 p.m. (ET) on Friday.