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Course Syllabus

2019/2020

Интегрированные маркетинговые коммуникации

Статус: Майнор
Кто читает: Департамент менеджмента
Где читается: Санкт-Петербургская школа социальных наук
Когда читается: 1, 2 модуль
Преподаватели: Конникова Ольга Анатольевна, Райтер Ксения Алексеевна
Язык: английский
Кредиты: 5
Контактные часы: 60

Course Syllabus

Full Syllabus

Abstract

This course is designed to give an idea of the marketing communication role in marketing strategy and company development strategy. The course requires knowledge of English. The goal of the course is to teach students the effective use of integrated marketing communications (IMC) in business communications. The course discusses the core principals of successful IMC planning, implementation and control. Students will learn how to develop IMC strategies, apply the tools, manage the company reputation and recognize different stakeholder’s needs. In addition, we will discuss the difference between IMC strategies in B2B and B2C companies.
Learning Objectives

Learning Objectives

  • being able to lead and structure communication process based on communication aims and surrounding environment
  • being able to develop company’s marketing strategy as well as plan, implement and monitor the actions that are aimed at its successful realization
Expected Learning Outcomes

Expected Learning Outcomes

  • Students should know how to choose proper topic, organize a discussion, is able to include in the discussion of problems proposed by others
  • Students should know how to use case study tools, in-depth interviews to create a picture of intra-organizational communications, is able to systematize and synthesize information obtained in different ways.
  • Students should know how to analyze the communication problems of professional activities, recognize the causes of their occurrence and is able to predict the prospects of their resolution
  • The ability to build effective methods of communication based on the objectives and situation of the communication
  • The ability to work with information; to find, evaluate and use information, from various sources, that is necessary to solve scientific and professional assignments (including assignments that have to be solved in a systematic way).
  • The ability to acquire new knowledge and abilities, including in areas outside of the student’s professional area.
Course Contents

Course Contents

  • Introduction to Marketing Communications and IMC (integrated marketing communications)
    Definition of marketing communications. Goals and principles of marketing communications. Marketing communications as part of the marketing mix. The difference between marketing communications and integrated marketing communications (IMC). The IMC Framework: IMC Process Model, IMC Planning Model, IMC Mix Model. Definition and core ideas of IMC. The object of IMC - stakeholders.
  • The IMC Mix (“traditional” and digital communication instruments)
    Types of marketing communication (ATL, BTL, TTL). PR and publicity, event marketing, advertising, direct marketing. Sales promotion, merchandising and point of sale. Personal selling, interactive marketing.
  • Marketing Communications Psychology & Basics of Consumer Behavior
    Marketing communications psychology. Communication models. Marketing communications and buyer behavior. Stages in decision-making. Retaining vs. attracting customers dilemma. Emotional marketing. Marketing communications ethics. Ethical concerns in IMC. Integrated CSR communication.
  • IMC Models and IMC Strategies
    Types of IMC models. Internal and external IMC. The role of marketing communications in marketing strategy and company development strategy. Branding as a tool of IMC. E-media. CRM, customer loyalty, brand loyalty. Database marketing.
  • The IMC Planning & Implementation
    Marketing communications plan. Market segmentation. Identifying target audiences and profiling target markets. Setting objectives, developing strategy and tactics. Scheduling and budgeting. The creative process, the role of creative brief. The media implementation cycle. Guidelines, brief and tactics. Target audience decisions. Media budget, selection and scheduling. Media evaluation.
  • IMC Control & Communication Budget
    Evaluation before, during and after the campaign. Integration rules and stages. Evaluation of specific campaign elements. The visual identity of the brand. The components of a package. Methods of Communication Budget calculation.
  • IMC Tools in B2B Market. Relationship Marketing and Customer Relationship Management
    IMC tools for promotion in B2B market. Direct marketing and exhibitions. Exhibitions in the IMC mix. Reasons, planning and evaluation of exhibitions. Alternative tools in the IMC mix.
Assessment Elements

Assessment Elements

  • non-blocking Work in seminars
  • non-blocking Tests in lectures
  • non-blocking Analysis of relevant cases
  • non-blocking Final project
Interim Assessment

Interim Assessment

  • Interim assessment (2 module)
    0.25 * Analysis of relevant cases + 0.25 * Final project + 0.25 * Tests in lectures + 0.25 * Work in seminars
Bibliography

Bibliography

Recommended Core Bibliography

  • Keller, K. L. (2016). Unlocking the Power of Integrated Marketing Communications: How Integrated Is Your IMC Program? Journal of Advertising, 45(3), 286–301. https://doi.org/10.1080/00913367.2016.1204967
  • Shin, K.-Y. (2013). The Executor of Integrated Marketing Communications Strategy: Marcom Manager’s Working Model. Berlin: Springer. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=593049

Recommended Additional Bibliography

  • Diehl, S., Karmasin, M., Mueller, B., Terlutter, R., & Weder, F. (2017). Handbook of Integrated CSR Communication. Cham, Switzerland: Springer. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1331432
  • Falát, L., & Holubčík, M. (2017). The Influence of Marketing Communication on Financial Situation of the Company – A Case from Automobile Industry. https://doi.org/10.1016/j.proeng.2017.06.026
  • Howard, C. M. (2002). Marketing Communications: Integrated Theory, Strategy & Tactics. Public Relations Quarterly, 47(1), 5–6.
  • Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated Marketing Communication Capability and Brand Performance. Journal of Advertising, 44(1), 37–46. https://doi.org/10.1080/00913367.2014.934938
  • Reid, M., Luxton, S., & Mavondo, F. (2005). The Relationship between Integrated Marketing Communication, Market Orientation, and Brand Orientation. Journal of Advertising, 34(4), 11–23. https://doi.org/10.1080/00913367.2005.10639210