Veidlapa Nr. M-3 (8)

Course Description Status: Approved

Course Description Version: 24/25.P.1.00

Description Period: 2024./25 academic year pavasara semestris

Study Course Accepted: -

Study Course Description

Integrated Marketing Communication in the Digital Era

Main Study Course Information

Course Code
SBUEK_200
Branch of Science
-
ECTS
6.00
Target Audience
Business Management; Management Science
LQF
Level 7
Study Type And Form
Full-Time; Part-Time

Study Course Implementer

Course Supervisor
Zigurds Zaķis
Structure Unit Manager
Karina Palkova
Structural Unit
Faculty of Social Sciences
Contacts

Dzirciema street 16, Rīga, szf@rsu.lv

About Study Course

Objective

To develop students’ understanding of the development of effective integrated marketing communication (IMC) campaigns in the digital age, approaches to and tools for strategic planning of communication, and the theoretical and practical aspects of developing and implementing integrated campaigns.

Preliminary Knowledge

The course requires students to have preliminary knowledge of marketing and advertising, consumer behaviour, and it is preferable to have knowledge of the basics of business, including international business, and business management.

Learning Outcomes

Knowledge

1.After the completion of the course, students gain knowledge of the basic principles, approaches and tools of strategic planning of IMC integrated campaigns.

Skills

1.After the completion of the course, students acquire skills in developing IMC integrated campaign communication strategy and systematic evaluation of campaign and communication activities through classroom discussions, individual and group work, and a workshop.

Competences

1.Successful completion of the course will provide students with the basics of IMC integrated campaign strategy development and strategic planning of communication.

Assessment

Individual work

Title
% from total grade
Grade
1.
Individual work
-
-
Participation quality in class discussions and seminars. Development of individual work (3 written papers). Summary of the main ideas in the book “Paid Attention” and discussion in the audience. Group project (written and exam presentation).

Examination

Title
% from total grade
Grade
1.
Examination
-
-
Participation in discussions and workshops (20%) Quality and efficiency of group work (30%) Exam (50%)

Study Course Theme Plan

FULL-TIME
Part 1

  1. Integrated marketing communication (IMC). In-depth analysis of a successful integrated campaign and long-term IMC.

EventType
Modality
Location
Contact hours
1.
Lecture
On site
Auditorium
2
2.
Lecture
On site
Auditorium
2
3.
Class/Seminar
On site
Auditorium
2
4.
Class/Seminar
On site
Auditorium
2

  1. Strategic communication planning: basic principles, approach tools.

EventType
Modality
Location
Contact hours
1.
Lecture
On site
Auditorium
2
2.
Class/Seminar
On site
Auditorium
2
3.
Class/Seminar
On site
Auditorium
2

  1. Communication today: trends, opportunities, challenges.

EventType
Modality
Location
Contact hours
1.
Lecture
On site
Auditorium
2
2.
Lecture
On site
Auditorium
2
3.
Class/Seminar
On site
Auditorium
2

  1. Integrated campaigns: elements and their role, architecture, planning.

EventType
Modality
Location
Contact hours
1.
Lecture
On site
Auditorium
2
2.
Class/Seminar
On site
Auditorium
2
3.
Class/Seminar
On site
Auditorium
2

  1. Effective campaign: prerequisites and assessment.

EventType
Modality
Location
Contact hours
1.
Lecture
On site
Auditorium
2
2.
Lecture
On site
Auditorium
2
3.
Class/Seminar
On site
Auditorium
2
4.
Class/Seminar
On site
Auditorium
2

  1. Strategic planning process: connection of the business task with the ICM planning.

EventType
Modality
Location
Contact hours
1.
Lecture
On site
Auditorium
2
2.
Lecture
On site
Auditorium
2
3.
Class/Seminar
On site
Auditorium
2
Total ECTS (Creditpoints):
6.00
Contact hours:
40 Academic Hours
Final Examination:
Exam (Written)
PART-TIME
Part 1

  1. Integrated marketing communication (IMC). In-depth analysis of a successful integrated campaign and long-term IMC.

EventType
Modality
Location
Contact hours
1.
Lecture
On site
Auditorium
2
2.
Class/Seminar
On site
Auditorium
2

  1. Strategic communication planning: basic principles, approach tools.

EventType
Modality
Location
Contact hours
1.
Lecture
On site
Auditorium
2
2.
Class/Seminar
On site
Auditorium
2

  1. Communication today: trends, opportunities, challenges.

EventType
Modality
Location
Contact hours
1.
Lecture
On site
Auditorium
2
2.
Class/Seminar
On site
Auditorium
2

  1. Integrated campaigns: elements and their role, architecture, planning.

EventType
Modality
Location
Contact hours
1.
Lecture
On site
Auditorium
2
2.
Class/Seminar
On site
Auditorium
2

  1. Effective campaign: prerequisites and assessment.

EventType
Modality
Location
Contact hours
1.
Lecture
On site
Auditorium
2
2.
Class/Seminar
On site
Auditorium
2

  1. Strategic planning process: connection of the business task with the ICM planning.

EventType
Modality
Location
Contact hours
1.
Lecture
On site
Auditorium
2
2.
Class/Seminar
On site
Auditorium
2
Total ECTS (Creditpoints):
6.00
Contact hours:
24 Academic Hours
Final Examination:
Exam (Written)

Bibliography

Required Reading

1.

Y. Faris. Paid Attention: Innovative Advertising for a Digital World. Kogan Page, 2015, 209 pp.

2.

T. Yeshin. Integrated Marketing Communications. Routledge, 2012, 320 pp.

3.

D. Stacks, D. Michaelson. A Practitioner’s Guide to Public Relations Research, Measurment and Evaluation. Business Expert Press, 2010, 229 pp.

4.

D. M. Scott. The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Release, and Viral Marketing to Reach Buyers Directly. Wiley, 2013, 464 pp.

5.

D.K. Breakenridge. Social Media and Public Relation: Eight New Practices for the PR Professional. Pearson FT Press, 2012, 176 pp.

6.

P.A. Argenti. Corporate Communication. McGraw-Hill/Irwin, 2012, 328 pp.

7.

P.A. Argenti. Digital Strategies for Powerful Corporate Communications. McGraw-Hill, 2009, 272 pp.

8.

D. Schultz, H. Schultz. IMC, The New Generation: Five Steps for Delivering Value and Measuring Finansial Returns. McGraw-Hills, 2003, 320 pp.

9.

G.E. Belch, M.A. Belch. Advertising and Promotion: An Integrated Marketing Communications Perspective. 6th Edition, McGraw-Hill, 2003, 413 pp.

10.

P.R. Smith, J. Taylor. Marketing Communications: An Integrated Approach. 4th Edition, Kogan Page, 2004, 687 pp.

Additional Reading

1.

F. Bradley. International Marketing Strategy. 5th Edition, Pearson Education, 2005, 408 pp.

2.

O. Holm. Integrated marketing communication: from Tactics to strategy.// Corporate Communications: An International Journal, - 2006, Vol. 11 Iss:1, pp. 23 - 33.

3.

J.M.T. Balmer, St.A. Greyser. Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation.// European Journal of Marketing. - 2006, Vol. 40 Iss: 7/8, pp. 730 - 741.

4.

L. Kelley, D.W. Jugenheimerm. Advertising Account Planning: Planning and Managing an IMC Campaign. 3rd Edition, Routledge, 2015, 262 pp.

5.

C Kocek. The Practical Pocket Guide to Account Planning. 2013, 157 pp.

6.

J. Steel. Truth, Lies, and Advertising: The Art of Account Planning. 1998, 320 pp.

Other Information Sources

1.

Corporate Communications: An International Journal

2.

European Journal of Marketing

3.

Starptautisko reklāmas festivālu mājās lapas

4.

Aktuālās reklāmas, PR un mārketinga publikācijas (AdAge.com, adweek.com, PRWeek.com, biznesa medijos un citur)

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