Annotation

Communication is a fundamental part of most marketplace transactions. In its purest form, price communicates the information necessary for a transaction. In most cases, however, marketers have to communicate more than just price in order to establish, sustain, and grow their business. So how does communication in the marketplace work? How can marketers succeed in nowaday’s increasingly digital and international communication environment? In order to address these important questions, this course aims to provide a deep understanding of marketing communication, both in terms of real-life application and as a field of scientific research.

Over the duration of the course, students will work in groups to develop a communication strategy for a real industry client. The lectures will provide inspiration for the group projects in two ways:

1) It discusses key theories and findings in communication planning and consumer psychology. These insights are applied in the communication strategy, but we will also pay close attention to theoretical and methodological challenges in these research areas.

2) We will meet guest speakers holding various key functions in marketing communication (e.g., on the agency side, the client side, the media side). These practitioners will provide insights into the daily business and the current challenges of marketing communication.

Course Aims and Objectives

This course aims to provide students with a systematic knowledge and understanding of the core concepts of integrated marketing communications.

Learning Outcomes

• Understand how Integrated Marketing Communications fits into the overall marketing mix and marketing strategy;
• Understand how the communications process fits into and works with consumer behaviour with emphasis on the consumer decision making process;
• Develop an awareness of the connection between marketing communications tools, and how each can be used effectively- individually or in an integrated mix;
• Obtain a practical, real-world application of Integrated Marketing Communication theory;
• Gain a critical awareness of best practice in reputation management and sponsorship on corporate context.

Aim of the course

To provide students the fundamental knowledge of current marketing theory and to put backgrounds for market oriented thinking, both strategically as well as tactically. It also aims to train skills in analysing business situations, written and oral presentations. the course is that students will be able to analyze various business situations.

Learning outcomes

• To name major marketing concepts, analyse marketing evolution and its current role in business.
• To analyze and research micro and macro environments, by determining the major marketing threats and opportunities for acting of new business establishment or product.
• To identify market opportunities and propose products or services that meet consumer expectations to the market.
• To name the major segmentation criteria, to identify market segment on the basis of custom segmentation principles, to select target market and the most appropriate market coverage method.
• To adapt marketing mix elements for target market having regard to micro and macro environment, product life cycle and company’s resources.
• To draw basic annual marketing budgets.
• To work in a team, to present work results in written or oral form, to argue decisions.

Aim of the course

The course aims at providing balanced and well-designed training in the principles of digital marketing, especially focusing on inbound and outbound marketing, various online platforms, tools and techniques, such as Google, social networks, and influencers. A particular focus will be given to tracking success in digital marketing and growth hacking, as a new field in marketing focused on growth.

The syllabus is a combination of theoretical knowledge and practical skills. By the end of this course, the students will be able to understand the core processes of planning and executing a digital marketing strategy by employing the major online channels and be able to apply growth hacking techniques in developing their business ideas.

Learning outcomes

• The student is able to explain and apply the key terms, definitions and concepts relating to digital and social marketing.
• The student can analyze and discuss the trends and critical issues brought on by digital technologies and how it affects business.
• The students are able to identify the best tools to manage and measure the performance of social and digital media content and campaigns.
• The student can build an actionable digital strategy that aligns with organizational goals based on consumer and market insights.
• The students can assess the ethical and legal environment in which social and digital media operates.
• The students can understand the principles of engaging content for different social and digital media channels.