
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.
- Study program duration
- 4 semesters (2 years)
- Semester duration
- 15 weeks of active teaching + 5 examination weeks
- Total number of ECTS points
- 120
- Certifications obtained during studies
-
ECDL StandardAdobe Certified Associate - PhotoshopAdobe Certified Associate - Ilustrator
- Title acquired
- P.M.Art. (Professional Master of Creative Market Communications Management)
- Possibilities for financing
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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