Integrated Marketing Communication in the Digital Era

Study Course Description

Course Description Statuss:Approved

Course Description Version:4.00

Study Course Accepted:02.02.2024 12:29:41

Study Course Information
Course Code:		SBUEK_200		LQF level:		Level 7
Credit Points:		4.00		ECTS:		6.00
Branch of Science:		Management; Business Management		Target Audience:		Management Science; Business Management
Study Course Supervisor
Course Supervisor:		Zigurds Zaķis
Study Course Implementer
Structural Unit:		Faculty of Social Sciences
The Head of Structural Unit:
Contacts:		Dzirciema street 16, Rīga, szfrsu[pnkts]lv
Study Course Planning
Full-Time - Semester No.1
Lectures (count)		10	Lecture Length (academic hours)		2	Total Contact Hours of Lectures		20
Classes (count)		10	Class Length (academic hours)		2	Total Contact Hours of Classes		20
Total Contact Hours								40
Part-Time - Semester No.1
Lectures (count)		6	Lecture Length (academic hours)		2	Total Contact Hours of Lectures		12
Classes (count)		6	Class Length (academic hours)		2	Total Contact Hours of Classes		12
Total Contact Hours								24
Study course description
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.
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.
Topic Layout (Full-Time)
No.	Topic			Type of Implementation		Number	Venue
1	Integrated marketing communication (IMC). In-depth analysis of a successful integrated campaign and long-term IMC.			Lectures		2.00	auditorium
				Classes		2.00	auditorium
2	Strategic communication planning: basic principles, approach tools.			Lectures		1.00	auditorium
				Classes		2.00	auditorium
3	Communication today: trends, opportunities, challenges.			Lectures		2.00	auditorium
				Classes		1.00	auditorium
4	Integrated campaigns: elements and their role, architecture, planning.			Lectures		1.00	auditorium
				Classes		2.00	auditorium
5	Effective campaign: prerequisites and assessment.			Lectures		2.00	auditorium
				Classes		2.00	auditorium
6	Strategic planning process: connection of the business task with the ICM planning.			Lectures		2.00	auditorium
				Classes		1.00	auditorium
Topic Layout (Part-Time)
No.	Topic			Type of Implementation		Number	Venue
1	Integrated marketing communication (IMC). In-depth analysis of a successful integrated campaign and long-term IMC.			Lectures		1.00	auditorium
				Classes		1.00	auditorium
2	Strategic communication planning: basic principles, approach tools.			Lectures		1.00	auditorium
				Classes		1.00	auditorium
3	Communication today: trends, opportunities, challenges.			Lectures		1.00	auditorium
				Classes		1.00	auditorium
4	Integrated campaigns: elements and their role, architecture, planning.			Lectures		1.00	auditorium
				Classes		1.00	auditorium
5	Effective campaign: prerequisites and assessment.			Lectures		1.00	auditorium
				Classes		1.00	auditorium
6	Strategic planning process: connection of the business task with the ICM planning.			Lectures		1.00	auditorium
				Classes		1.00	auditorium
Assessment
Unaided 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).
Assessment Criteria:
Participation in discussions and workshops (20%) Quality and efficiency of group work (30%) Exam (50%)
Final Examination (Full-Time):		Exam (Written)
Final Examination (Part-Time):		Exam (Written)
Learning Outcomes
Knowledge:		After the completion of the course, students gain knowledge of the basic principles, approaches and tools of strategic planning of IMC integrated campaigns.
Skills:		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.
Competencies:		Successful completion of the course will provide students with the basics of IMC integrated campaign strategy development and strategic planning of communication.
Bibliography
No.	Reference
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)