BE_PH_IMC Integrated Marketing Communication

NEWTON University
summer 2023
Extent and Intensity
2/1. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Ondřej Nádvorník, LL.M., MBA (lecturer)
Ing. Ondřej Nádvorník, LL.M., MBA (seminar tutor)
Ing. Ondřej Nádvorník, LL.M., MBA (alternate examiner)
Guaranteed by
Ing. Ludmila Hruban, Ph.D., MSc.
Centre for International Programmes – NEWTON University
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The course is focused on deepening students' knowledge and skills in the field of integrated marketing communication with traditional (inbound) and new (outbound) approaches in marketing. The complex of professional lectures and seminars deals in detail with the individual approaches of various brands in marketing communication, communication using logos, colours, even in an international environment, where students are introduced to various cultural aspects of marketing communication with customers. Another key part of the course is the individual components of marketing communication, which is direct marketing, sales promotion, personal sales, PR, event marketing or sponsorship, also in the online marketing environment, incl. current focus on social media and guerilla marketing. At the end of the semester, students should be able to evaluate and design partial approaches to marketing communication in selected companies.  
Syllabus
  • Main topics of the course:
  • 1. Introduction to the subject, definition and scope of IMC, principles of marketing communication 2. Traditional vs. new IMC approaches (outbound vs. inbound marketing communication, See – Think – Do – Care approach)
  • 3. Corporate Identity - building a corporate image
  • 4. Communication logo, 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 sales
  • 10. Public Relations, event marketing and sponsorship
  • 11. Online marketing communication
  • 12. Guerilla marketing
Assessment methods
Ungraded credit (on campus): attendance at seminars min. 70% (1 point for each attendance); preparation of partial case studies (5 topics), presentation of an update in the field of marketing communication in seminars 2 - 5, bonus points from the course Ungraded credit (online): elaboration of partial case studies (5 topics), presentation of an update in the field of marketing communication, bonus points Examination (both forms of study): oral (in-person or online); pass rate min. 50% 
Language of instruction
English
The course is also listed under the following terms summer 2021, winter 2022.
  • Enrolment Statistics (recent)
  • Permalink: https://is.newton.cz/course/nu/summer2023/BE_PH_IMC