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Обычная версия сайта
2021/2022

Интегрированные маркетинговые коммуникации

Статус: Майнор
Когда читается: 1, 2 модуль
Язык: английский
Кредиты: 5

Course 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

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

Course Contents

  • IMC Models and IMC Strategies
  • The IMC Planning & Implementation
  • IMC Control & Communication Budget
  • IMC Tools in B2B Market. Relationship Marketing and Customer Relationship Management
Assessment Elements

Assessment Elements

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

Interim Assessment

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

Bibliography

Recommended Core Bibliography

  • Kwang-Yong Shin. (2013). The Executor of Integrated Marketing Communications Strategy: Marcom Manager’s Working Model. Springer. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsrep&AN=edsrep.b.spr.spbrbu.978.3.642.38091.4

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