Syllabus
Registration via LPIS
Day | Date | Time | Room |
---|---|---|---|
Monday | 04/27/15 | 10:00 AM - 01:00 PM | D2.0.030 |
Monday | 04/27/15 | 02:00 PM - 04:00 PM | D2.0.038 |
Tuesday | 04/28/15 | 10:00 AM - 01:00 PM | D2.0.038 |
Tuesday | 04/28/15 | 02:00 PM - 04:00 PM | D2.0.038 |
Wednesday | 04/29/15 | 10:00 AM - 01:00 PM | D2.0.326 |
Wednesday | 04/29/15 | 02:00 PM - 04:00 PM | D2.0.326 |
Thursday | 04/30/15 | 09:30 AM - 01:00 PM | TC.5.02 |
Monday | 05/04/15 | 09:30 AM - 01:30 PM | D2.0.392 |
The course introduces the integration process of marketing tools that maximizes advertising effectiveness by ensuring that advertising, promotions, and media work together in a strategic and effective way. It offers a thorough treatment of the practices critical to building customer relationships and brands in an international setting.
The course covers the following topics: segmenting, targeting and positioning, MC functions, advertising to build brands, brand customer touch points, events and sponsorship, creative strategies and guerrilla marketing, customer service, events and sponsorship as well as MC and ethical issues. All the topics are approached with an international perspective in mind.
(1) The aim of the case studies is to contextualize the theoretical material covered during each class and to enhance students´ critical thinking and decision-making abilities.
(2) The objective of the group presentation is to give students hands-on experience in evaluating an integrated marketing communications strategy for the chosen brand/organization.
(3) By analysing the 4 P’s, students will learn to link theoretical knowledge with practical issues and therefore develop capabilities in formulating, implementing and adapting marketing strategies in an international environment.
(4) At the end of the course, students will know how to use communication strategies in international marketing to build relationships between customers and brands.
Each lecture starts with the new material indicated in the table below.
Case studies
Group Presentations
Please see below for further details - additional information for course members.
Case studies grading criteria
Written summaries of cases (6 in total) 10%
Active participation and case discussion (6 in total) 40%
TOTAL 50%
Group work grading criteria
Ability to point out relevant integrated marketing communication activities 5%
Ability to use integrated marketing communication related terminology 5%
Analysis of the brand in terms of the theoretical material 10%
Presentation of the group work (enthusiasm, competence) 15%
Written report 15%
TOTAL 50%
Group work presentation 50% of the total grade (15% for the written report and 35% for the presentation)
Proportions of evaluation for the course:
Case studies 10% for written summary of cases and
40% for active participation (everyday, except presentation day)
Group work presentation 50%
TOTAL 100%
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