Planning of integrated campaigns
ECTS: 5
Year/Semester: 2 . years, 4 . semester
Total hours: 60
Lecturers
Course objectives
Students will be introduced to the history, theory and practice of integrated (marketing) communications, the theory and practice of strategic communications planning, and the role of strategic communications in integrated marketing communications. They will acquire the knowledge and skills necessary to develop an integrated communications strategy and plan, with a special emphasis on distinguishing and applying communication tools that integrate target audiences into specific communication activities of the organization (company and political party) and designing synergies between advertising activities and the company's public relations activities.
Learning outcomes
Students will be introduced to the history, theory and practice of integrated (marketing) communications, the theory and practice of strategic communications planning, and the role of strategic communications in integrated marketing communications. They will acquire the knowledge and skills necessary to develop an integrated communications strategy and plan, with a special emphasis on distinguishing and applying communication tools that integrate target audiences into specific communication activities of the organization (company and political party) and designing synergies between advertising activities and the company's public relations activities.
