Integrated Marketing Communications
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Course informations
| Study program level |
Graduate |
| Study program |
Management |
| Study program direction |
Small and medium enterprises |
| Course year |
2. |
| Course semester |
III |
| Course status |
Core |
| ECTS |
5 |
| Lectures (h) |
30 |
| Excercises (h) |
- |
| Seminars (h) |
30 |
Course objectives
- Familiarize students with elements and processes of integrated marketing communication and individual forms of integrated marketing communications
- Enable students to acquire the skills of integrated marketing communication with the aim of achieving synergistic performance
Course outcomes
- Identify the underlying principles of integrated marketing communication
- Present the development of integrated marketing communication
- Identify various forms of marketing communication mix
- Evaluate the concept of integrated marketing communication
- Create marketing communication mixes including e-communication models
- Create a budget for communication activities
- Assess the effects of individual forms of integrated marketing communication
Course content
Theoretical aspect and development of integrated marketing communication. Elements and processes of integrated marketing communications. Persuasiveness and marketing communication. Mass media analysis and mix media planning. Advertising. Sales promotion. Public relations. Publicity. Personal Sales. Direct marketing communication. E-communication: E-AIDA model, internet advertising components, online advertising models and tools, web advertising, television and radio on the Internet, new types of advertising, public relations on the internet, measurement of the effectiveness of interactive media, payment models advertising on the web. Effects and measurement of integrated marketing communication effectiveness. Social, ethical, economic and legal aspects of marketing communication.
