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Integrated marketing communications

  • Class 30
  • Practice 30
  • Independent work 120
Total 180

Course title

Integrated marketing communications

Lecture type

Obligatory

Course code

22-03-512

Semester

3

ECTS

6

Lecturers and associates

Course overview

This module builds on the theory and primary concepts, frameworks and tools studied in the previous marketing modules and, together with Digital Advertising, forms the vital core of the programme.

The objectives of this module is to enable students to:

• argue the need for marketing communication integration,
• critically assess the basic concepts of integrated marketing communication,
• propose a communication plan and devise a communication strategy and tactics,
• interpret the concepts of marketing effectiveness and social responsibility.

The module teaches the key concepts of integrated marketing communications. It is important for students to take this module in order to develop skills required to manage all communication mix tools in business practice, including advertising, public relations, sales promotion, personal sales and direct marketing.
Skills developed through this module will contribute significantly to students’ development as marketing and advertising professionals.

Literature

Essential reading:
1. De Pelsmacker, P, Guens, M. and Van Den Bergh J. (2017) Marketing Communications: A European Perspective. 6th edn. Harlow: Pearson Education Limited.

Recommended reading:
1. Fill, C. and Turnbull, S. (2016) Marketing communications: discovery, creation and conversations. 7th edn. Harlow: Pearson Education Limited.

Further reading:
1. Journal of Marketing, American Marketing Association
2. Journal of Marketing Communications, Taylor and Francis Online

Download student guide

Minimal learning outcomes

  • Argue the need and benefit of marketing communications integration and evaluate the main instruments of communication mix.
  • Critically assess the basic concepts related to planning of marketing communications (segmentation, targeting, positioning, setting goals and budgeting).
  • Assess the role, types and goals of advertising and compare new forms of online communication.
  • Compare the role and features of public relations, sales promotion, personal sales and direct marketing as a communication mix tool.
  • Interpret the concept of marketing communication effectiveness and present metrics for different communication tools.
  • Interpret the concept of social responsibility in marketing communications and critically review the main ethical issues.

Preferred learning outcomes

  • Recommend the optimal configuration of the communication mix taking into account the business situation and brand goals.
  • Propose the structure of an integrated communication plan and devise a communication strategy and tactics.
  • Validate an advertising campaign in offline and online channels according to the brand situation.
  • Design and manage public relations, sales promotion, personal sales and direct marketing activities.
  • Analyse and validate marketing campaigns using the standards of communication effectiveness.
  • Analyse and validate marketing campaigns with respect to legal and ethical standards.
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