Vak: Integrated Marketing Communication 1 Assignment credits: 2

Vakcode
LBVB19IMC1C
Naam
Integrated Marketing Communication 1 Assignment
Studiejaar
2021-2022
ECTS credits
2
Taal
Engels
Coördinator
E.A. Voerman
Werkvormen
  • Werkcollege
Toetsen
  • Assignment - Opdracht

Leeruitkomsten

Upon completion of this course, students should be able to:
  • 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.
Program Learning Outcomes from the IB Framework:
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

Inhoud

  1. Chapter 1 Advertising
  2. Chapter 2 Brand Communication
  3. Chapter 3 Brand Communication and Society
  4. Chapter 4 How Brand Communication Works
  5. Chapter 5 Segmenting and Targeting the Audience
  6. Chapter 6 Strategic Research
  7. Chapter 7 Strategic Planning
  8. Chapter 8 The Creative Side
  9. Chapter 9 Promotional Writing 
  10. Chapter 10 Visual Communication
  11. Chapter 11 Media Basics
  12. Chapter 12 Paid Media
  13. Chapter 13 Owned, Interactive, and Earned Media
  14. 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.

Opgenomen in opleiding(en)

School(s)

  • International Business School
Terug naar zoekpagina