Бакалавриат
2022/2023
Маркетинг в интегрированных коммуникациях
Статус:
Курс по выбору (Международная программа по мировой политике)
Направление:
41.03.05. Международные отношения
Кто читает:
Факультет мировой экономики и мировой политики
Где читается:
Факультет мировой экономики и мировой политики
Когда читается:
2-й курс, 3, 4 модуль
Формат изучения:
без онлайн-курса
Охват аудитории:
для своего кампуса
Язык:
английский
Кредиты:
4
Контактные часы:
36
Course Syllabus
Abstract
The course aims at teaching students basic marketing tools in integrated communications. The concept of integrated marketing communications involves the solution of interrelated tasks: 1) creation of a system of communicative messages using various means of mass communication, which were coordinated with each other, forming a single favorable image of the communicator and his subject of marketing; 2) search for optimal combinations of basic and synthetic means of mass communications, as well as individual techniques and tools for each of these means; 3) elimination of contradictions between certain types of marketing messages in order to have a stronger impact on the client; 4) savings of funds that within the framework of the IMC should be used strictly within the framework of the ongoing communication campaign
Learning Objectives
- Define the role of marketing in a communication approach to organisational management
Expected Learning Outcomes
- Knows the specifics of the job market for marketing professionals
- Knows the 4Ps concept
- Applies the 4P model to solve practical marketing needs
- Understands the work of a strategist in marketing communications.
- Able to position products successfully
- Knows the benefits of using an environmental approach in marketing planning
- Applies the principle of sustainability in the planning of marketing activities
- Understands the principles of branding
- Distinguishes a variety of brand strategies
- Applies the principles of integrated marketing communications
Course Contents
- Marketing. Past. Present. Future.
- Strategic Planning in marketing communications
- Green Marketing
- Branding as a part of Integrated Marketing Communications // Brand Management
- Brand Strategies
- Integrated Marketing Communications
Assessment Elements
- Excel Positioning Game
- Mini Case Vkusvill
- Brand Archetypes
- Brand Brief
- IMC task
- The Exam
Interim Assessment
- 2022/2023 4th module0.15 * Brand Brief + 0.15 * Mini Case Vkusvill + 0.1 * Brand Archetypes + 0.1 * Excel Positioning Game + 0.1 * IMC task + 0.4 * The Exam
Bibliography
Recommended Core Bibliography
- Advertising & IMC : principles & practice, , 2019
- Atz, U., Van Holt, T., Douglas, E., & Whelan, T. (2019). The Return on Sustainability Investment (ROSI): Monetizing Financial Benefits of Sustainability Actions in Companies. Review of Business, 39(2), 1–31.
- Daniel Rowles. (2022). Digital Branding : A Complete Step-by-Step Guide to Strategy, Tactics, Tools and Measurement. Kogan Page.
- Engaging brands : a customer-centric approach for superior experiences, Addis, M., 2020
- Green swans : the coming boom in regenerative capitalism, Elkington, J., 2021
- Jan-Benedict Steenkamp. (2017). Global Brand Strategy : World-wise Marketing in the Age of Branding. Palgrave Macmillan.
- Kingsnorth, S. (2019). Digital Marketing Strategy : An Integrated Approach to Online Marketing: Vol. 2nd Edition. Kogan Page.
- Leimert, H., Scharfenberger, P., & Tomczak, T. (2021). A Contemporary Approach to Holistic Brand Communication. Marketing Review St. Gallen, 2, 10–18.
- Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated Marketing Communication Capability and Brand Performance. Journal of Advertising, 44(1), 37–46. https://doi.org/10.1080/00913367.2014.934938
- Marketing : concepts and strategies, , 2019
- Marketing : real people, real decisions, , 2019
- Marketing strategy and competitive positioning, , 2020
- Ralf T. Kreutzer. (2021). Online Marketing (Vol. 1st ed. 2022). Springer.
- Strategic brand management : building, measuring, and managing brand equity, Keller, K. L., 2020
Recommended Additional Bibliography
- Brand new brand : restarting your business in a time of crisis and transformation, , 2021
- Global brand strategy : unlocking branding potential across countries, cultures and markets, Gelder van, S., 2005
- How brands grow : part 2 : emerging markets, services, durables, new and luxury brands, Romaniuk, J., 2020
- Jerome M. Juska. (2017). Integrated Marketing Communication : Advertising and Promotion in a Digital World. Routledge.
- Marketing fashion : strategy, branding and promotion, Posner, H., 2018
- Marketing research : an applied orientation, Malhotra, N. K., 2020
- Matosas-López, L. (2021). The Management of Digital Marketing Strategies in Social Network Services: A Comparison between American and European Organizations. Journal of Open Innovation, 7(1), 1–16. https://doi.org/10.3390/joitmc7010065
- Simon Hall. (2020). B2B Digital Marketing Strategy : How to Use New Frameworks and Models to Achieve Growth. Kogan Page.