Integruota rinkodaros komunikacija

Programos kodas:
GRAV033
ECTS:
6
Mokymosi kalba:
Anglų kalba
Atsisiųsti dalyko aprašą

Dalyko aprašymas

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.

Dalyko tikslas

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

Dalyko rezultatai

  • 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.

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