Course: Integrated Marketing Communication 1 Assignment credits: 2
- Course code
- LBVB19IMC1C
- Name
- Integrated Marketing Communication 1 Assignment
- Study year
- 2021-2022
- ECTS credits
- 2
- Language
- English
- Coordinator
- E.A. Voerman
- Modes of delivery
-
- Tutorial
- Assessments
-
- Assignment - Assignment
Learning outcomes
Upon completion of this course, students should be able to:
WT 1-3, WT2-3, WW 6-3, LW 9-3, LW 11-3, LW 12-3, LW 13-3, LW 14-3, TWM 15-3, TWM16-3, TWM17-3, TWM 18-3, TWM 19-3, TWM 20-3, TWM 23-3, TWM 24-3
- classify advertising & brand communication in today's world;
- relate brand communication to segmenting & targeting the audience by applying strategic research and strategic planning;
- develop advertising ideas;
- plan media objectives and develop media strategies;
- make decisions for current real life strategic & tactical (international) business cases;
- categorize and interpret primary and secondary consumer data for communication purposes;
- apply the creative process;
- critically debate about advertising in the news.
WT 1-3, WT2-3, WW 6-3, LW 9-3, LW 11-3, LW 12-3, LW 13-3, LW 14-3, TWM 15-3, TWM16-3, TWM17-3, TWM 18-3, TWM 19-3, TWM 20-3, TWM 23-3, TWM 24-3
Content
Chapter 1 Advertising
Chapter 2 Brand Communication
Chapter 3 Brand Communication and Society
Chapter 4 How Brand Communication Works
Chapter 5 Segmenting and Targeting the Audience
Chapter 6 Strategic Research
Chapter 7 Strategic Planning
Chapter 8 The Creative Side
Chapter 9 Promotional Writing
Chapter 10 Visual Communication
Chapter 11 Media Basics
Chapter 12 Paid Media
Chapter 13 Owned, Interactive, and Earned Media
Chapter 14 Media Planning and Negotiation
The theoretical & practical knowledge will be applied in a group project where students will act as an advertising agency participating in a New Business pitch.
Level: advanced (3)
Chapter 2 Brand Communication
Chapter 3 Brand Communication and Society
Chapter 4 How Brand Communication Works
Chapter 5 Segmenting and Targeting the Audience
Chapter 6 Strategic Research
Chapter 7 Strategic Planning
Chapter 8 The Creative Side
Chapter 9 Promotional Writing
Chapter 10 Visual Communication
Chapter 11 Media Basics
Chapter 12 Paid Media
Chapter 13 Owned, Interactive, and Earned Media
Chapter 14 Media Planning and Negotiation
The theoretical & practical knowledge will be applied in a group project where students will act as an advertising agency participating in a New Business pitch.
Level: advanced (3)
Content:
Successful students in this unit can:
- Describe the communication process and apply it to business problems
- Produce and interpret primary and secondary consumer data for
communication purposes
- Plan and carry out integrated marketing communication solutions for
given communication problems
- Apply the creative process and develop media plans
The theoretical knowledge gained in Integrated Marketing Communication 1
will be applied in a group project where students will act as an advertising
agency participating in a New Business pitch.
Successful students in this unit can:
- Describe the communication process and apply it to business problems
- Produce and interpret primary and secondary consumer data for
communication purposes
- Plan and carry out integrated marketing communication solutions for
given communication problems
- Apply the creative process and develop media plans
The theoretical knowledge gained in Integrated Marketing Communication 1
will be applied in a group project where students will act as an advertising
agency participating in a New Business pitch.
Included in programme(s)
School(s)
- International Business School