Study Guide

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

Evaluation scale

0 - 5

Assessment criteria, excellent (5)

The student can apply the basic theories and concepts of marketing communication independently and use them logically and consistently.
The student can, on own initiative, choose the most appropriate methods, channels and theoretic backgrounds for a situation and apply them in different areas of marketing communication

Assessment criteria, good (3)

The student can use and apply the basic theories and concepts of marketing communication logically and consistently.
The student can choose the most appropriate methods, channels and theoretic backgrounds for a situation and apply them in in different areas of marketing communication.

Assessment criteria, satisfactory (1)

The student can use and apply the basic theories and concepts of marketing communication to some extent.
The student can choose appropriate methods, channels and theoretic backgrounds for a situation and apply them in different areas of marketing communication under guidance.