Integrated Marketing Communications

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.