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



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