Design & Communications Management
Integrated Marketing Communication
- Class 15
- Practice 15
- Independent work 75
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.
Professional Master of Creative Market Communications Management
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.
Excel at what you love doing. Light the spark.
Apply now!Why is Algebra a safe choice for your future?
A Strong
Tailwind
Here you will learn all about information technologies and prepare for a career that is constantly in demand. We offer you a platform for personal growth that makes you a prime target for employers.
Modern Methodology
We refuse to stand still in a rapidly changing world. Our programs stay relevant and keep up with modern trends.
Matchless Quality
We take pride in numerous accolades and our title of The best professional study program in Croatia and constantly strive to justify that trust. We do not take our task lightly, knowing that your future depends on it.