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Programs

Design & Communications Management

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Integrated Marketing Communication

  • Class 15
  • Practice 15
  • Independent work 75
Total 105

Course title

Integrated Marketing Communication

Lecture type

Obligatory

Course code

20-08-002

Semester

1

ECTS

4

Lecturers and associates

Course objectives

Within the course, students will learn the fundamentals of IMC including IMC tools, channels, and how to drive sales through a successful IMC Plan.

Content

The course introduces the student to the field of integrated marketing communications (IMC) and its role in the marketing mix. Emphasis is placed on the tools, clear objectives, market segmentation, and target marketing, within established time and cost parameters. The development of an IMC program requires an understanding of the overall marketing process, communications theory and processes, marketing communications tools, consumer behavior, and marketing communications organization structures and operations. This course will examine the process by which integrated marketing communications programs are planned, developed, executed and measured.

Required reading

Juska, J.M.(2018), Integrated Marketing Communication, Taylor and Francis, New York

Additional reading

Kesić, T., Integrirana marketinška komunikacija, Opinio, Zagreb, 2003.

Minimal learning outcomes

  • Explain the process and advantages of integrated marketing communications.
  • Compare components and the tools of integrated marketing communications.
  • Argue which effective marketing communications strategy could meet a specific company’s needs.
  • Recommend strategic options for design integrated marketing communication plan within a specific business case.

Preferred learning outcomes

  • Evaluate and have in depth insight of changes in marketing communication within the digital enviroment.
  • Analyze the impact of digital technologies and the shift from traditional marketing communications towards IMC.
  • Select and suggest integrated marketing communications strategic options.
  • Determine the factors that are affecting the design of marketing communications strategy and brand equity development.
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