Integrated Marketing Communications
Code
2337
Academic unit
null
Department
null
Credits
3,5
Teacher in charge
Jorge Manuel Naves Velosa
Teaching language
English
Objectives
This course discusses integrated marketing communications topics addressing the digital world, aimed at students who have already studied Marketing. We aim to introduce you to the key Marketing communications (advertising & promotion) theory, ideas and practices with core theme of delivering benefits to customers, and build your skills on the development and implementation of a strategic communications campaign.
Integrated marketing communications programs follow a strategic planning process and are executed via implementation tactics. We will follow the sequence depicted below in our handling of communications (A&P).
Prerequisites
Subject matter
Bibliography
Teaching method
The course will be a mix of theory, cases and discussions. A hands-on approach to the subject will be used with many examples and material from the field. A high student involvement is expected in class discussions and case recommendations and should be accompanied by thorough preparation of cases and readings that are available via the syllabus and class materials that can be accessed on line via Moodle. For the cases the discussion questions will also be available.
The web based material includes the class presentations together with the recommended and additional readings: the course allows for those who wish to explore the topic further to do so via extra material and advice and we encourage you to do that.
During the term students will be required to prepare, in teams of up to five, a Communications (A&P) Plan, that will be presented. Teams should involve students from more than one nationality, gender and from different backgrounds (e.g. previous university), and we will set them you immediately after the first class.
During the course, students are required to deliver several individual assignments or write ups. These will be referenced in the detailed syllabus.
Evaluation method