Integrated Marketing Communication

Pre-requisites: No specific requirements

Course objectives: is to teach students a new concept of integrated marketing communication (IMC), based on the need to attune marketing communication tools, media and creative solutions used for transferring consistent marketing message. Development of the concept is analyzed on the basis of modern theories. Students should learn how to analyze problems in possible attuning of communication tools and media, and possibilities of communication integration in international market.

Course description: Origination and development of IMC concept. New strategic approach to marketing communication. Processing information and IMC concept. Personal sales as integral and integrating element of IMC. Communication skills in sales: skill of clear speech, skill of active listening. Sales as negotiating process. Advertising. Forms of advertising. Basics of advertising planning. Sales improvement. Public relations and publicity. Media integration: media as means for message transferring. Types and characteristics of mass media. Appearance of new interactive media. Geographic integration of marketing communication. Globally integrated marketing communication. Regionally integrated marketing communication.

Learning Outcomes: Students will learn how to analyze a problem of marketing communication integrating and to implement that in business. They will get thorough insight into theory of communication and information. They will come to know significance and skills of interpersonal communication. They will become able to analyze mass media characteristics and introduction of new interactive media. They will know how to analyze integration possibilities of marketing communication in international market, applying either global or regional approach.

Literature/Reading:

• Ognjanov, G., Integrisane marketinške komunikacije, CID Ekonomski fakultet Beograd, 2009