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Course Syllabus

Bachelor 2022/2023

Marketing in Integrated Communications

Type: Elective course (International Bachelor's Programme in World Politics)
Area of studies: International Relations
Delivered by: Faculty of World Economy and International Affairs
Where: Faculty of World Economy and International Affairs
When: 2 year, 3, 4 module
Mode of studies: offline
Open to: students of one campus
Instructors: Кучкаров Фархад Акмалович, Alexander V. Lebedev, Daria Vedernikova
Language: English
ECTS credits: 4
Contact hours: 36

Course Syllabus

Full Syllabus

Abstract

The course aims at teaching students basic marketing tools in integrated communications. The concept of integrated marketing communications involves the solution of interrelated tasks: 1) creation of a system of communicative messages using various means of mass communication, which were coordinated with each other, forming a single favorable image of the communicator and his subject of marketing; 2) search for optimal combinations of basic and synthetic means of mass communications, as well as individual techniques and tools for each of these means; 3) elimination of contradictions between certain types of marketing messages in order to have a stronger impact on the client; 4) savings of funds that within the framework of the IMC should be used strictly within the framework of the ongoing communication campaign
Learning Objectives

Learning Objectives

  • Define the role of marketing in a communication approach to organisational management
Expected Learning Outcomes

Expected Learning Outcomes

  • Knows the specifics of the job market for marketing professionals
  • Knows the 4Ps concept
  • Applies the 4P model to solve practical marketing needs
  • Understands the work of a strategist in marketing communications.
  • Able to position products successfully
  • Knows the benefits of using an environmental approach in marketing planning
  • Applies the principle of sustainability in the planning of marketing activities
  • Understands the principles of branding
  • Distinguishes a variety of brand strategies
  • Applies the principles of integrated marketing communications
Course Contents

Course Contents

  • Marketing. Past. Present. Future.
  • Strategic Planning in marketing communications
  • Green Marketing
  • Branding as a part of Integrated Marketing Communications // Brand Management
  • Brand Strategies
  • Integrated Marketing Communications
Assessment Elements

Assessment Elements

  • non-blocking Excel Positioning Game
  • non-blocking Mini Case Vkusvill
  • non-blocking Brand Archetypes
  • non-blocking Brand Brief
  • non-blocking IMC task
  • blocking The Exam
Interim Assessment

Interim Assessment

  • 2022/2023 4th module
    0.15 * Brand Brief + 0.15 * Mini Case Vkusvill + 0.1 * Brand Archetypes + 0.1 * Excel Positioning Game + 0.1 * IMC task + 0.4 * The Exam
Bibliography

Bibliography

Recommended Core Bibliography

  • Advertising & IMC : principles & practice, , 2019
  • Atz, U., Van Holt, T., Douglas, E., & Whelan, T. (2019). The Return on Sustainability Investment (ROSI): Monetizing Financial Benefits of Sustainability Actions in Companies. Review of Business, 39(2), 1–31.
  • Daniel Rowles. (2022). Digital Branding : A Complete Step-by-Step Guide to Strategy, Tactics, Tools and Measurement. Kogan Page.
  • Engaging brands : a customer-centric approach for superior experiences, Addis, M., 2020
  • Green swans : the coming boom in regenerative capitalism, Elkington, J., 2021
  • Jan-Benedict Steenkamp. (2017). Global Brand Strategy : World-wise Marketing in the Age of Branding. Palgrave Macmillan.
  • Kingsnorth, S. (2019). Digital Marketing Strategy : An Integrated Approach to Online Marketing: Vol. 2nd Edition. Kogan Page.
  • Leimert, H., Scharfenberger, P., & Tomczak, T. (2021). A Contemporary Approach to Holistic Brand Communication. Marketing Review St. Gallen, 2, 10–18.
  • 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
  • Marketing : concepts and strategies, , 2019
  • Marketing : real people, real decisions, , 2019
  • Marketing strategy and competitive positioning, , 2020
  • Ralf T. Kreutzer. (2021). Online Marketing (Vol. 1st ed. 2022). Springer.
  • Strategic brand management : building, measuring, and managing brand equity, Keller, K. L., 2020

Recommended Additional Bibliography

  • Brand new brand : restarting your business in a time of crisis and transformation, , 2021
  • Global brand strategy : unlocking branding potential across countries, cultures and markets, Gelder van, S., 2005
  • How brands grow : part 2 : emerging markets, services, durables, new and luxury brands, Romaniuk, J., 2020
  • Jerome M. Juska. (2017). Integrated Marketing Communication : Advertising and Promotion in a Digital World. Routledge.
  • Marketing fashion : strategy, branding and promotion, Posner, H., 2018
  • Marketing research : an applied orientation, Malhotra, N. K., 2020
  • Matosas-López, L. (2021). The Management of Digital Marketing Strategies in Social Network Services: A Comparison between American and European Organizations. Journal of Open Innovation, 7(1), 1–16. https://doi.org/10.3390/joitmc7010065
  • Simon Hall. (2020). B2B Digital Marketing Strategy : How to Use New Frameworks and Models to Achieve Growth. Kogan Page.