Интегрированные маркетинговые коммуникации

2021/2022

Статус: Майнор

Кто читает: Департамент менеджмента

Где читается: Санкт-Петербургская школа экономики и менеджмента

Когда читается: 1, 2 модуль

Преподаватели: Конникова Ольга Анатольевна, Райтер Ксения Алексеевна

Язык: английский

Кредиты: 5

Контактные часы: 60

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

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

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

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

Test in lectures
Analysis of relevant cases
Final project
Work in seminars
Test in lectures
Analysis of relevant cases
Final project
Work in seminars

Interim Assessment

2021/2022 2nd module
0.25 * Work in seminars + 0.25 * Final project + 0.25 * Analysis of relevant cases + 0.25 * Test in lectures

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

Course Syllabus