| Course title |
Integrated Marketing Communications |
| Code |
МКТ 320 |
| Professor |
prof. Anita Ciunova-Shuleska |
Course objectives (competences):
After completing this course:
- Students should be able to understand the principles and practices of integrated marketing communication
- Students should be able to successfully combine marketing communications tools (advertising, sales promotion, personal selling, public relations, direct marketing and digital marketing) through analysis of the effects that might follow
- Students should be able to analyze and evaluate the cost effectiveness of various forms of media;
- Students should be able to develop an integrated media strategy and creative message to reach the target audience
- Students should be able to prepare a marketing communication brief
- Students should be able to apply the various control mechanisms to evaluate marketing communication activities;
Students should be able to prepare an IMC Plan. |
Course content:
- An introduction to integrated marketing communications
- Consumer behavior and marketing communications
- Communication process
- Message, source and channel factors
- Objectives and budgeting
- Creative strategy
- Media planning
- Marketing communications program
- Measuring marketing communications effectiveness
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