My Favorite Class: Integrated Marketing Communication

Caitlyn stands near a gazebo on campus.

Today we feature Caitlyn Dickinson, a recent Public Relations and Advertising graduate from Toms River, NJ (Ocean County). Caitlyn is a first-generation college student and transfer student.

Caitlyn outside of Bunce Hall.

What was the name of your favorite class at Rowan?

Integrated Marketing Communications (IMC)

What department was the class in?

Advertising

Who taught the class when you took it?

Professor Rodolico

Tell us a little about what the class is

IMC goes over all the parts to an integrated marketing communications plan, such as advertising, public relations, direct marketing, digital/internet marketing, sales promotion and personal selling. You really get to work a lot of different muscles within the communications industry.

Share with us a few details on why this class was interesting or special to you.

In this class, I was put into a group where we were tasked to create an IMC plan for a sustainable company. We created a situational analysis including a competitive analysis, SWOT analysis and storytelling summary. We wrote objectives and strategies for our plan, and we also wrote up a creative brief regarding our vision for the campaign based on research which would be used when making the creatives for the campaign. We featured billboards, print ads, a radio script, social media posts, app icon design, email blasts, interstitials and a news release.

Caitlyn smiles and stands on the steps of Bunce Hall.

Is there anything else that made this class impactful?

This class was so impactful because it allowed me to use the knowledge I have learned from previous classes and put it all together in one IMC plan. I learned how to write news releases from Basic PR Writing, how to write radio scripts and create print ads from Ad Copywriting, and use basic design elements I learned from Publication Layout and Design.

What makes this professor great?

Professor Rodolico is one the best professors within the advertising department. He presents information in a way that’s easy for students to grasp and understand and also in a way that’s interesting. He grabs your attention with humor and creates an environment within the physical classroom and over Zoom that is comfortable. You’re never afraid to ask questions or speak up and comment on something. Since I’d had him for Ad Copywriting, I tried to take as many classes with him as I could.

Caitlyn stands near Bunce Green on campus.

How did this class help to support your academic or personal growth, or your professional goals?

This class exposes you to a lot of different aspects within the communications industry. You leave the class at the end of the semester with a strong grounding of each part of an IMC plan. A lot of what was covered in the class was review and the opportunity to put what you’ve learned to the test. While some material I learned was brand new that I was able to try out and add to my knowledge.

What are your professional goals?

Rowan has offered me so much knowledge about my industry that I feel like I have so many options with what I could get into post-graduation. Being an advertising and public relations double major, I’ve learned a lot and have done a lot of work in both respective fields that allows me to choose where I want to take my degree. I’d like to end up in either content creation or event planning. I like to be creative and use my skills in a way I find exciting and fun. 

Like what you see?

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Story by:
Bianca Torres, music industry graduate

Photos:
Joe Gentempo, art graduate

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