Integrated Marketing Communication in Digital Environment (5cr)

Objective

The student understands the strategic nature of marketing communications and learns to identify different functions of marketing communications, communications' effects on consumers, and understands the marketing communications planning process. The student is able to plan marketing communications and student can critically evaluate ethical concerns related to marketing communications

Content

Concept of integrated marketing communications
Different perspectives to IMC and the theoretical views influencing those
Strategic role and planning process of integrated marketing communications
The role of advertising and media choice
The role of sales promotion, public relations and networks and event management
Ethical and social responsibilities in marketing communications

Further information

Grading 1-5

Traditional marketing communication, 2,5 cr
Digital marketing communication, 2,5 cr

Execution methods

Contact lectures
Workshop sessions
Blended learning

Accomplishment methods

Book reviews
Case studies
Marketing communication planning