Application of the Comprehensive Campaign Planning Practice Method in Integrated Marketing Communication Course

Abstract

As a core theoretical and practical framework in the field of contemporary marketing communication, Integrated Marketing Communication (IMC) emphasizes the strategic integration of various communication tools-such as advertising, public relations, sales promotion, direct marketing, digital marketing, content marketing, and social media marketing-to achieve consistent communication with consumers and build long-term relationships. University IMC course bear the responsibility of cultivating applied professionals who possess both systematic planning capabilities and the ability to execute strategies in real-world scenarios. However, current teaching practices often suffer from a disconnect between theory and practice, fragmented case studies, and insufficient training across the entire campaign lifecycle, leaving students unable to independently develop complete marketing communication plans. The "comprehensive campaign planning practice method" utilizes a complete IMC campaign plan as the instructional vehicle, guiding students through a closed-loop training process-from problem definition to solution delivery-that encompasses brief interpretation, market research and insight generation, strategy formulation, core concept distillation, creative execution, media mix and scheduling, budget allocation, and performance evaluation. This method integrates constructivist learning theory, experiential learning theory, and project-based learning concepts, emphasizing authentic contexts, teamwork, and iterative processes. This paper systematically elaborates on the essence, characteristics, and theoretical foundations of the comprehensive campaign planning practice method; analyzes the current state and challenges of IMC course instruction; and details the design and implementation pathway for applying this method within the curriculum. The method effectively enhances students' systems thinking, problem-solving skills, teamwork abilities, and professional competence, serving as a vital pathway for transforming IMC Course from mere "knowledge transmission" to "competence cultivation."