Integrated Marketing Communication

Total Hours in Course120

Number of hours for lectures12

Number of hours for seminars and practical classes24

Independent study hours84

Date of course confirmation19.02.2019

Responsible UnitInstitute of Economics and Finance

Course developer

Ekonomikas un finanšu institūts

Līga Proškina

Dr. oec.

Prior knowledge

Ekon3018, Marketing

Course abstract

The course provides the knowledge and skills necessary to organize effective marketing communication by integrating advertising, sales promotion, public relations, direct and personal selling, as well as events marketing. Master students independently carry out media planning, reporting and learn the skills of business negotiation, presentation at exhibitions and self-advertisement. At the end of the course, master students are able to develop and implement an effective marketing communication campaign.

Learning outcomes and their assessment

Students will be able to demonstrate:
Knowledge of substance of integrated marketing communication, synergy between the types and objects of communication and use of marketing communication instruments; an in-depth knowledge of prerequisites for organising and managing effective integrated marketing communication and a critical understanding of the need to research the effectiveness of marketing communication and methods for it; knowledge of the role of an integrated marketing communication strategy in achieving the goals of an enterprise/organisation.
Skills to critically select the most effective marketing communication instruments and independently design an integrated marketing communication plan according to the goals of an enterprise, using the theoretical knowledge acquired; independently apply relevant theory, methods and problem-solving skills to integrate brand values in various communication platforms, including to assess the application of brand values by the enterprise; assess the effectiveness of integrated marketing communication and reasonably explain the results as well as perform an additional analysis in case of doubt.

Competence to independently analyse and objectively assess potential gains from applying marketing communication methods within an integrated marketing communication mix and develop proposals for designing an effective integrated marketing communication strategy; comprehend the effect of synergy between marketing communication goals and social responsibility on the competitiveness of the enterprise.

Course Content(Calendar)

Lectures (12 hours)
1. Substance and relevance of integrated marketing communications. The latest trends in the development of marketing conceptions and the transformation of their basic elements.
2. Marketing communication process and functions. The basic principles of a marketing information system. The marketing information system, and micro and macro models.
3. Integrated marketing communication complex. Marketing system communication means. Advertising: the substance and the use in the marketing process. The promotion of goods (promotion of sales): the substance and the use in the marketing process. Public relations: the substance and the use in the marketing process. Direct sales, the substance and use in the marketing process. E-communication. Social network marketing.
4. Types of integrated marketing communications. Enterprise IMC. IMC specific to a producer. IMC specific to a merchant. Direct IMC with consumers.
5. Strategic planning of integrated marketing communications. The organization and management of an integrated communication process.
6. Customer-oriented relationship management. The identification of a target audience and communication goals. Crisis communication. Relationship marketing. Social corporate responsibility.
7. Choice of communication methods and media. The choice of media. Marketing communication and material creation. The principles of advertising creation. Report development: the content, structure and form. The preparation of press releases and articles. The provision of feedback.
8. Event marketing organization. Participation in exhibitions, the preparation of presentations and staff training.
9. Development of an integrated marketing communication strategy. Cooperation with agencies in organizing integrated marketing communication. IMC long- and short-term goals. IMC campaign structure. IMC cost planning.
10. Marketing communication research. The aims of qualitative and quantitative research. The kinds of qualitative and quantitative research methods.
11. Integrated application of marketing communications, an assessment of their effectiveness. An assessment of marketing communication effectiveness. An assessment of the results of a marketing campaign.
12. Impact of integrated marketing communication on the society’s value system.
Practicals (24 hours)
1. Description of the types and tools of marketing communication in the context of the enterprise’s target markets and diverse products. (2 hours).
2. Application of the types of marketing communications used by the enterprise (advertising, product sales promotion measures, public relations activities, personal service) in practice. (2 hours).
3. Analysis of the effectiveness, advantages and disadvantages of achieving the goals of the enterprise’s marketing communication messages. (1 hour).
4. Analysis of brand attributes used by enterprises and their improvement possibilities. (1 hour).
5. Description and assessment of marketing communications specific to a producer. (2 hours).
6. Description and assessment of marketing communications specific to a merchant (2 hours).
7. Analysis of the effectiveness of an enterprise’s trial and repeat purchase promotion measures. (1 hour).
8. Possibilities of using interactive trade in an enterprise’s product distribution process. (1 hour).
9. Possibilities of using direct marketing communication with customers in an enterprise. (1 hour).
10. Opportunities for building customer loyalty and the effectiveness of their use in an enterprise. (1 hour).
11. Test on the substance and complex of integrated marketing communications and the types of communications. (1 hour).
12. Marketing communication budgeting methods. (1 hour).
13. Development of an integrated marketing communication plan and schedule for an enterprise. A test on the strategy structure, long- and short-term goals and effectiveness assessment of integrated marketing communications. (2 hours).
14. Role or simulation game “development of an integrated marketing communication plan for company X”, which envisages the following activities - 1) collection and processing of information; 2) creation of a plan according to the role chosen (enterprise goals); 3) argumentation and discussion in the group from the position of the new role; 4) presentation and defence of the plan from the position of the new role; 5) assessment of the game process and findings. (4 hours).

15. Presentation and defence of the independent work. (2 hours).

Requirements for awarding credit points

The student has to pass two tests, as well as complete and submit practical assignments performed during practicals, complete an independent assignment and present it in practicals and an examination at the end of the course.

Description of the organization and tasks of students’ independent work

The student must complete an independent assignment – the development of an integrated marketing communication plan and present it in practicals.

Criteria for Evaluating Learning Outcomes

The final mark in the course is based on five pieces of assessment: activity during lectures (5%), activity during practicals/seminar (5%), 2 tests (10% each), individual independent work and a presentation (30%), a written examination (40%).
10% are equal to one point on a 10-point marking scale.

Compulsory reading

1. Praude V., Šalkovska J. (2015) Integrētā mārketinga komunikācija 1. Rīga: Burtene. 464 lpp.
2. Praude V., Šalkovska J. (2015) Integrētā mārketinga komunikācija 2. Rīga:Burtene. 416 lpp.
3. De Pelsmacker P., Geuens M., Van Den Bergh J. (2017) Marketing Communications: A European Perspective. 6th edition, Pearson; 6 edition, 648 pages.
4. Belch G., Belch M. (2011) Advertising and Promotion: An Integrated Marketing Communications Perspective. McGraw-Hill/Irwin; 9 edition, p.864.
5. Dahlen M., Lange F., Smith T. (2010) Marketing Communications: A Brand Narrative Approach. Wiley; 1 edition, p. 606
6. Kotlers F. (2007) Mārketinga pamati. Rīga : Jumava, 647 lpp.

7. Chernev A. (2014) The marketing plan handbook. 4th edition. Chicago: Cerebellum Press, 178 lpp.

Periodicals and other sources

1. European Journal of Marketing. ISSN: 0309-0566.
2. Journal of Marketing Communications. Online ISSN: 1466-4445.

3. International Journal of Research in Marketing (Official Journal of the European Marketing Academy). ISSN: 0167-8116.

Notes

Restricted elective course for the ESAF academic master programme Economics, specialisation Sustainable Territorial Development and Marketing.

Atsauksmes