About This Textbook
This OER was written and edited by Kwantlen Polytechnic University Marketing 4201 students in the summer of 2020 under the direction of Andrea Niosi. It covers a range of topics related to designing and launching integrated marketing campaigns, such as research, audience segmentation, creative briefs, content calendars, and more. The authors have also included reusable materials and templates to support the marketing and communications efforts of those organizations with the smallest of budgets and most limited resources — namely, not-for-profit organizations, NGOs, charities, advocacy groups, and climate and social activists. An Open Guide to IMC is centred around the United Nations Sustainable Development Goals and was created as an inclusive, equitable, and accessible resource to support quality education.
Editor
Andrea Niosi
Publisher
Kwantlen Polytechnic University
Publish Date
2020
Level
Undergraduate
License
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