Integrated Marketing Communications
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Course description
Learning Outcomes
After completing the course 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 and executing process. The student is able to plan marketing communications and knows his ethical responsibility as a practitioner of marketing communications.
Content
Integrated marketing communications as a part marketing and a company's business processes, different branding models, different stages of marketing communications planning, consumer insights and the creative idea, communications effects models, limitations and strengths of different communications methods and channels, measuring marketing communications, outsourcing marketing communications to creative agencies, marketing communications ethics.
