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Lecturer(s)
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Course content
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- definition of integrated marketing communication at present; - integrated marketing communication in the digital world; - blending of online and off-line communication activities; - modern IMK tools; - user experience across communication activities; - different conceptions of IMK across target groups; - modern processes in the management of integrated marketing communication.
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Learning activities and teaching methods
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Lecturing, Teamwork, Individual work of students, Students working in pairs, Dealing with situational issues - learning in situations
- Preparation for course credit
- 20 hours per semester
- Participation in classes
- 13 hours per semester
- Home preparation for classes
- 67 hours per semester
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| prerequisite |
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| Knowledge |
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| Prerequisities are not set. |
| Prerequisities are not set. |
| learning outcomes |
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| knowledge of the issue of building a marketing plan |
| knowledge of the issue of building a marketing plan |
| knowledge of creating a communication mix |
| knowledge of creating a communication mix |
| knowledge of the links between areas of marketing communication |
| knowledge of the links between areas of marketing communication |
| knowledge of the social role of marketing communication |
| knowledge of the social role of marketing communication |
| knowledge of the media level of marketing communication |
| knowledge of the media level of marketing communication |
| Skills |
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| create a marketing plan |
| create a marketing plan |
| create a marketing communication plan |
| create a marketing communication plan |
| plan a complementary marketing communication |
| plan a complementary marketing communication |
| create a plan of communication with media |
| create a plan of communication with media |
| plan an integrated marketing communication in various areas |
| plan an integrated marketing communication in various areas |
| teaching methods |
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| Knowledge |
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| Lecturing |
| Lecturing |
| Students working in pairs |
| Students working in pairs |
| Dealing with situational issues - learning in situations |
| Dealing with situational issues - learning in situations |
| Teamwork |
| Individual work of students |
| Individual work of students |
| Teamwork |
| assessment methods |
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| Analysis of a presentation given by the student |
| Analysis of a presentation given by the student |
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Recommended literature
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FUCHS, Christian. Social media: a critical introduction. Thousand Oaks, California: SAGE, 2014. ISBN 9781446296868.
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Johnson, Michael. Branding: in five and a half steps. London: Thames & Hudson, 2016. ISBN 9780500518960.
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KITCHEN, Philip J. Integrated marketing communications: a global brand-driven approach. Cham: Palgrave Macmillan, 2022. ISBN 978-3-030-76415-9.
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KOTLER, P., KELLER, K. L. Marketing management. Boston: Pearson, 2016. ISBN 978-1-292-09262-1.
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PARNELL, John A. Strategic management: theory and practice. 2014. ISBN 9781452234984.
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SCOTT, David Meerman. The new rules of marketing & PR: how to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. Hoboken: Wiley. 2017.
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