Integrated Marketing Communications (english)
giugno 9, 2009
[course in english] This course will appeal to students who want to know about designing and managing Integrated Marketing Communications.
This course is part of European School of Economics Master in Marketing:
Course topics:
- What is marketing (and how does it works)?
- What is marketing communications?
- What is integrated marketing communications?
- The integrated marketing communications process
- Marketing communications psychology
- Media & e-media
- The marketing communications environment
- Image and brand management
- Customer/audience relationship management (CRM, CEM)
- Managing integrated marketing communications planning
- Marketing communications planning and plans
- Agency operations
- Research and analysis
- Identifying target audiences and profiling target markets
- Setting budgets and allocating resources
- Setting objectives, determining strategy and tactics
- Creative implementation
- Media implementation
- Production implementation
- Evaluation and control of integrated marketing communications
- The integrated marketing communications mix
- Public relations
- Sponsorship
- Advertising
- Direct marketing communications
- Sales promotions, merchandising and point of sale
- Packaging
- Exhibitions and trade shows
- Personal selling and sales management
Course lecturer: Lorenzo Sciadini
