Integrated marketing communications

Integrirano tržno komuniciranje

Course credits:

6.00 ECTS / 60 (30 hours of lectures, 30 hours of exercises, 0 hours of seminars, 0 hours other forms of work)

Course holder:

doc. dr. Urška Tuškej Lovšin

Type:

Required

Language:

Slovenian

Semester:

Second semester

Study degree

1. level

Course execution:

• Undergraduate Programme of Communication studies - Marketing Communication and Public Relations

Prerequisits:

Students are eligible to participate in the course provided that they have completed the enrolment procedure. Students are recommended to have background knowledge on marketing planning and consumer behavior.

Objectives and competences

The aim of the course is to enable students to understand and apply the concepts and techniques of integrated marketing communications. Also, the objective of this course is to help the students to improve their understanding of the process of planning, implementation and evaluation of integrated marketing communications. From the perspective of a marketing communication manager, students will learn the scope and the challenges of integrated marketing communications. They will get to know the tools and channels of marketing communications mix, as well as integrated marketing communication strategies and tactics. Students will acquire the competence to plan, implement and evaluate integrated marketing communications. They will deepen their knowledge on the theories and principles in the field of integrated marketing communications as well as their knowledge on the role of specific tools and channels in a wholesome marketing communication strategy. Students will learn to design and execute IMC campaigns, explain the role of communications in brand management and will be stimulated to use their creative thinking skills when planning marketing communications.

Content (Syllabus outline)

Integrated marketing communications (IMC) course recognizes the complexity of marketing communications and focuses its attention on various instruments of marketing communication mix by means of which the company communicates with its target groups and stakeholders to promote its products and the company as a whole. The course addresses the necessity to shift from looking at different marketing communication tools in isolation towards an integrated approach. It introduces a range of marketing communication tools and channels and aims to demonstrate that an integration of these tools and channels in a wholesome communication strategy produces a greater impact than each tools and channel would achieve in isolation.

Intended learning outcomes:

- understand the strategic relevance and importance of IMC when creating marketing communication (MC) strategy - develop critical thinking in theory and practice in IMC - get a detail overview of different instruments of the MC mix – their role, strengths and weaknesses, objectives and when/why/how to use and integrate them in a wholesome MC strategy - get the ability to critically evaluate MC campaigns, to apply theoretical knowledge on relevant cases and to use the know-how when planning effective MC campaigns in praxis

Learning and teaching methods:

Lectures, project work, presentations of practical cases, individual and group work with the lecturer, individual study

Assessment

Active participation on lectures and seminars, written exam (60 %), group project work and oral presentation (40 %).

Obligatory literature

Additional literature