Integrated marketing communication
ECTS: 5
Year/Semester: 1 . years, 1 . semester
Total hours: 30
Lecturers
Course objectives
Through a theoretical framework and business case studies, introduce students to the concept of integrated marketing communication, i.e. the development, process and application of different forms of marketing communication with the market. Develop an understanding of the importance of integrating different forms of marketing communication, including alternative forms of promotion. Enable students to understand marketing communication for the needs of branding (brand management) of a modern, market-oriented business organization.
Learning outcomes
Through a theoretical framework and business case studies, introduce students to the concept of integrated marketing communication, i.e. the development, process and application of different forms of marketing communication with the market. Develop an understanding of the importance of integrating different forms of marketing communication, including alternative forms of promotion. Enable students to understand marketing communication for the needs of branding (brand management) of a modern, market-oriented business organization.
