.
Integrated Marketing Communication
Study Course Description
Course Description Statuss:Approved
Course Description Version:6.00
Study Course Accepted:02.02.2024 12:25:42
| Study Course Information | |||||||||
| Course Code: | KSK_111 | LQF level: | Level 6 | ||||||
| Credit Points: | 3.00 | ECTS: | 4.50 | ||||||
| Branch of Science: | Communication Sciences | Target Audience: | Communication Science | ||||||
| Study Course Supervisor | |||||||||
| Course Supervisor: | Ruta Siliņa | ||||||||
| Study Course Implementer | |||||||||
| Structural Unit: | Faculty of Social Sciences | ||||||||
| The Head of Structural Unit: | |||||||||
| Contacts: | Dzirciema street 16, Rīga, szf rsu[pnkts]lv | ||||||||
| Study Course Planning | |||||||||
| Full-Time - Semester No.1 | |||||||||
| Lectures (count) | 6 | Lecture Length (academic hours) | 2 | Total Contact Hours of Lectures | 12 | ||||
| Classes (count) | 4 | Class Length (academic hours) | 2 | Total Contact Hours of Classes | 8 | ||||
| Total Contact Hours | 20 | ||||||||
| Study course description | |||||||||
| Preliminary Knowledge: | Knowledge about the communication process, its elements and interactions between elements, knowledge and skills in communication planning; skills to conduct research corresponding to the field of social sciences. | ||||||||
| Objective: | To familiarise students with integrated marketing communication (hereinafter – IMC), its nature, elements and interactions for the achievement of a uniform strategic goal; to develop research and critical analysis abilities of students; to promote public presentation skills. | ||||||||
| Topic Layout (Full-Time) | |||||||||
| No. | Topic | Type of Implementation | Number | Venue | |||||
| 1 | Integrated communication. | Lectures | 1.00 | auditorium | |||||
| 2 | IMC planning. | Lectures | 1.00 | auditorium | |||||
| 3 | Promotion of sales. | Classes | 1.00 | auditorium | |||||
| 4 | Public relations. | Lectures | 1.00 | auditorium | |||||
| 5 | Personal sales. | Classes | 1.00 | auditorium | |||||
| 6 | Advertising. | Lectures | 1.00 | auditorium | |||||
| 7 | Branding | Lectures | 1.00 | auditorium | |||||
| 8 | E-marketing, online and interactive media. | Classes | 1.00 | auditorium | |||||
| 9 | Content marketing | Lectures | 1.00 | auditorium | |||||
| 10 | Content marketing - master class | Classes | 1.00 | auditorium | |||||
| Assessment | |||||||||
| Unaided Work: | Homework, case analysis, examination. Detailed description of assignments (in Word) are to be found in e-studies. | ||||||||
| Assessment Criteria: | Ability to use theoretical knowledge for analysis of tasks in accordance with RSU criteria, conclusions, suggestions. | ||||||||
| Final Examination (Full-Time): | Exam (Written) | ||||||||
| Final Examination (Part-Time): | |||||||||
| Learning Outcomes | |||||||||
| Knowledge: | To know about the IMC concept, elements building it and IMC planning. | ||||||||
| Skills: | To know how to prepare an IMC plan, to select the most appropriate strategy and communication elements, thus creating a single marketing communication message. | ||||||||
| Competencies: | To be able to develop organisation marketing for the achievement of the most suitable communicative solutions. | ||||||||
| Bibliography | |||||||||
| No. | Reference | ||||||||
| Required Reading | |||||||||
| 1 | Blakeman R. (2018) Integrated Marketing Communication: Creative Strategy from Idea to Implementation / 3rd ed. - Rowman & Littlefield Publishers | ||||||||
| 2 | Juska J.M. (2017) Integrated Marketing Communication: Advertising and Promotion in a Digital World. - Routledge | ||||||||
| 3 | Belch G.E., Belch M.A. (2017) Advertising and Promotion: An Integrated Marketing Communications Perspective / 11th ed. - McGraw-Hill Education | ||||||||
| 4 | Andrews J.C., Shimp T.A. (2017) Advertising, Promotion, and other aspects of Integrated Marketing Communications / 10th ed. - Cengage Learning | ||||||||
| Additional Reading | |||||||||
| 1 | Ahmad R. The integrated marketing communication and brand organization : Analysis of fast moving consumer goods (FMCG) industry. - Saarbrucken, Germany, LAP LAMBERT Academic Publishing, 2012 | ||||||||
| 2 | Arens W.F. (et.al.) Contemporary advertising and integrated marketing communications - 14th ed. - New York, NY, McGraw-Hill/Irwin, 2013 | ||||||||
| 3 | Blythe J. Essentials of Marketing Communication/ 3rd Edition. – Harlow, London et.al.: Prentice Hall, 2006 | ||||||||
| 4 | Clow K. E. (et.al.) Integrated advertising, promotion, and marketing communications / 4th ed., global ed. - Upper Saddle River [etc.], Pearson Prentice Hall, 2012 | ||||||||
| 5 | O’Guinn T.C., Allen C.T., Semenik R.J. Advertising and Integrated Brand Promotion / 5 th Edition. – Mason: South-Western CENGAGE Learning, 2009 | ||||||||
| 6 | Shimp T.A. Integrated Marketing Communication in Advertising and Promotion/ 8 th Edition. - Mason: South-Western CENGAGE Learning, 2010 | ||||||||
| 7 | Shimp T.A. (et.al.) Advertising, promotion, and other aspects of integrated marketing communications / 9th ed. - Mason, Ohio, South-Western Cengage Learning, 2013 | ||||||||
| Other Information Sources | |||||||||
| 1 | Jaunākie zinātniskie raksti, kas pieejami RSU Bibliotēkas abonētajās zinātnisko rakstu datubāzēs (piemēram, EBSCO, SAGE Publications, Science Direct, Scopus u.c.). | ||||||||
