WVU Marketing Communications Today

Concept Development, Strategy and Tactics in Integrated Marketing Communications (IMC)

July 31, 2019

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Integrated Marketing Communications is a field that requires us to succeed in conceptual thinking and
strategy development. How does that lead us into campaign development in IMC615?

The Digital Space:

With all the varied media selections, outlets, platforms, and emerging messaging and communications
avenues, how are we to create marketing campaigns that will have an impact on the target audience?

Integrated Marketing Communications (IMC)

What are we learning about the basic idea behind our program, Integrated Marketing Communications
here in the Reed College of Media at West Virginia University? How do we make sure our conceptual
thinking addresses contemporary needs?

This is part two of an earlier interview Larry did with Cyndi Greenglass. You can listen to the first part here.

About our guest:

Larry Stultz, Ph.D., has been on the IMC faculty since 2007. He served as department chair for the Bachelor of Arts in Advertising program at The Art Institute of Atlanta, where he taught courses in conceptual thinking and campaign development for twenty years. Prior to entering the teaching phase of his life, he operated design and advertising firms in New Orleans and Atlanta with clients in hospitality and tourism, commercial real estate, corporate communications, health care, and social services. He has served on the board of directors of the Atlanta Ad Club and provides ideation facilitation and consulting services to clients in the southeast.

Stultz holds Bachelor of Arts and Master of Arts degrees in Visual Design from Purdue University, and he earned his Ph.D. in Educational Policy: Social Foundations from Georgia State University in 2006.

Stultz is the winner of the 2010 Golden Quill Teaching Award.