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About Study Course

Credit points / ECTS:4 / 6
Course supervisor:Zigurds Zaķis
Study type:Full time
Course level:Master's
Target audience:Business Management; Management Science
Branch of science:Management; Business Management


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.


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


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


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.


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

Study course planning

Planning period:Year 2022, Spring semester
Study programmeStudy semesterProgram levelStudy course categoryLecturersSchedule
Management of International Marketing and Business, SMBVM2Master’sRequired
Management of International Marketing and Business, SMBVMe2Master’sRequired