By the end of this course, students will have gained a good understanding and solid knowledge of the variety of communication techniques that are available for marketers in the prism of integrated marketing communication. Given the progress of information technology in the digital era, it is very important to highlight the aspects, challenges, advantages, and disadvantages of various tools that marketers pursue to develop an effective communication strategy. Students will be able to utilize all the knowledge that the course covers to design, incorporate, and deliver marketing communications that establish brand equity and integrated brand experiences.

1. Unveil the ways in which effective marketing communications can affect brand image and enhances brand equity – Approach brands as part of a company’s asset.
2. Discuss the communication objectives and process.
3. Discuss basic aspects and current topics on consumer behavior and how these are associated to the development of marketing communications.
4. Analyze the components of communication mix and their interaction.
5. Explain how the effectiveness of a communication program is measured.
6. Underline the social, economic, political, and ethical dimensions of marketing communications.
7. Work on communication plans for specific products – Discuss the effectiveness of integrated marketing communication theory in practice.

• Marketing communications (advertising, sales promotion, personal selling, public relations and publicity, events and experiences)
• Communication objectives, process and effectiveness
• Communication mix
• Communication plan

Belch, G.E., & Bech, M.A. (2014). Advertising and Promotion

An Integrated Marketing Communications Perspective. 10^th Global Edition,

McGraw-Hill Education (Asia)