NU:BE_PH_IMC Integrated Marketing Communica - Course Information

BE_PH_IMC Integrated Marketing Communication

Extent and Intensity

1/1. 4 credit(s). Type of Completion: zk (examination).

Teacher(s)

Graeme Murray, BA (Hons), MSc (lecturer)
Graeme Murray, BA (Hons), MSc (seminar tutor)

Guaranteed by

Ing. Ludmila Hruban, Ph.D., MSc.
Centre for International Programmes – International programmes – NEWTON University

Timetable

each even Tuesday 9:40–11:10 PH Učebna 09

• Timetable of Seminar Groups:

BE_PH_IMC/01: each odd Friday 9:40–11:10 PH Učebna 09, G. Murray

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

The course is aimed at deepening students' knowledge and skills in the field of comprehensive marketing communication using traditional (inbound) and new (outbound) approaches in marketing. The complex of lectures and seminars deals in detail with the different approaches of different brands in marketing communication, communication through logos, colours and also in an international environment, where students are introduced to different cultural aspects of marketing communication with customers. Another key part of the course is the individual components of marketing communication, which are direct marketing, sales promotion, personal selling, PR, event marketing or sponsorship, also in the online marketing environment, including the current focus on social media and guerrilla marketing. At the end of the semester, students should be able to evaluate and propose sub-approaches of marketing communication in selected companies.

Course objectives:

• gain a deeper understanding and knowledge of the principles in contemporary marketing communication;

• be competent in understanding the changes in marketing communication to help inbound vs. outbound marketing;

• acquire skills and abilities in perceiving the variety and combination of marketing communication tools;

• understand the cultural aspects of marketing communication in selected countries;

• understand the nature of creative advertising strategy;

• be able to analyse and evaluate promotional materials in the online/offline space.

Syllabus

Main topics of the course (topics of individual lectures):

1. Introduction to the subject, definition and scope of integrated marketing communication, principles of marketing communication.

2. Traditional and new approaches of integrated marketing communication (outbound vs. inbound marketing communication, See - Think - Do - Care approach).

3. Corporate Identity - building a corporate image.

4. Logo communication, colours in marketing communication.

5. Cultural aspects of marketing communication (part 1).

6. Cultural aspects of marketing communication (part 2).

7. Advertising: psychological aspects of advertising.

8. Advertising: creative advertising.

9. Sales promotion, direct marketing and personal selling.

10. Psychology in customer communication, customer behaviour, marketing communication at the point of sale.

11. Online marketing communication.

12. Guerrilla marketing.

Case studies, presentations of practical examples and guided discussions are an integral part of the course. The course will also include additional activities such as meetings with guests - experts on the subject.

The subject of the seminars will be the following topics:

1. Principles of integrated marketing communication - promotion, communication channels of the selected brand, degree of integration, argumentation and discussion of success / failure of the brand in integrated marketing communication.

2. Brand identity - analysis of the manual of the uniform visual style of the selected brand, determination of the company's communication, promotion of the values of the selected brand.

3. Cultural values vs. advertising - specifics of the advertising style of a given country, evaluation of advertising with regard to the cultural specifics of the target market or target group and advertising message.

4. Creative part of the marketing strategy - advertising appeals according to Pollay - use, application, discussion and defence of the advertising appeal used according to the desired advertising message.

5. Pro-customer sales promotion, customer friendly approach in personal selling, interesting interiors / points of sale - analysis, discussion, advocacy of selected brands by the student.

6. Guerrilla campaigns - analysis and discussion of successful / unsuccessful campaigns, risk vs. brand perception to customers etc.

Assessment methods

Course Credit (full-time, distance): attendance at seminars (minimum 4 out of 6 sessions required), preparation and presentation of a current topic from the field of marketing communication (optional), completion of partial case studies/home assignments (5 topics) including submission via the IS, feedback provided during seminars.

Exam (full-time, distance): oral examination testing knowledge and skills from the course; the final grade consists of 50% practical activities during the semester (completed home assignments) and 50% the oral examination itself.

Language of instruction

English

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