Integrated Marketing Communications

About the course

Subjects

Marketing Communication Consumer behaviour

Course content

This interdisplinary course offers an opportunity for the student to critically consider common approaches to integrated marketing communications in light of empirical evidence. The course is aimed at developing managerial decision making skills in all aspects of promotion. Topics covered include: strategy development and implementation in advertising, personal selling, public relations, and price promotions.

Preliminary assignment: Written submission The course will cover topics such as:

Introduction to IMC and Communication Models
IMC and Consumer Behaviour
IMC Strategy & Planning
IMC Objectives, Positioning & Creative Implementation
IMC: A Definition & Traditional Media
Advertising, Public Relations and Sponsorship
Sales Promotions, Brand Placement & Packaging
Placement, packaging & Exhibitions
Interactive Media
Media Planning
Financial Resources, Agency Structures and Evaluation
Ethics in IMC

See course description in course catalogue

What you will learn

To achieve the grade 12, students should meet the following learing objectives with no or only minor mistakes or errors:

Compare and contrast the strong and weak theories of marketing communications
Devise effective marketing strategies and programmes
Formulate appropriate marketing communications strategies to practical business objectives
Distinguish and justify different creative and media executions
Evaluate a company's marketing and promotional programme

Course prerequisites

Introductory Marketing Course; completed Bachelor degree or equivalent

Facts

Level

Master

Type

Elective

ECTS

7.5

Code

CGMAI3016U

Teaching periods

Summer

Academic year

2025/2026

Status

Available places

Teaching language

English

Teaching Format

Hybrid

Exams

Written assignment
Individual exam, summer

Assessment type

7 point grading scale