Part 1 1 Introduction to marketing communications. The principles of 2 Integrated Marketing Communications (IMC). The Role of IMC in the Marketing Process. 2 Marketing Communication Program Situation Analysis. 2 – 3 Analyzing the Communication Process: Source, Message, 2 and Channel Factors. Part 2 4 Budgeting for IMC Programs. 2 5 Creative Strategy Planning, Development, Implementation, 2 – and Evaluation. 6 Marketing Communications As an Investment. 2 7 Advertising Media Planning, Marketing Communications, and 2 Marketing Interconnections. – 8 Advertising Media Planning: Evaluation of Broadcast Media. 2 9 Advertising Planning: Evaluation of Print Media. 2 10 Direct Marketing. 2 11 Internet and Interactive Media. 2 12 Sales Promotion. 2 1 13 Public Relation, Publicity, and Corporate Advertising. 14 Personal Selling. 1 Part 3 15 Measuring the Effectiveness of IMC Program. 1 16 International IMC. 1 17 Regulation of Marketing Communications. 1 18 Ethical aspects of Marketing Communication. 1
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 Part 1 Introduction to marketing communications. The principles of Integrated Marketing Communications (IMC). The Role of IMC in the Marketing Process. Marketing Communication Program – Situation Analysis. Analyzing the Communication Process: Source, Message, and Channel Factors. Part 2 Budgeting for IMC Programs. Creative Strategy – Planning, Development, Implementation, and Evaluation. Marketing Communications As an Investment. Advertising Media Planning, Marketing Communications, and Marketing – Interconnections. Advertising Media Planning: Evaluation of Broadcast Media. Advertising Planning: Evaluation of Print Media. Direct Marketing. Internet and Interactive Media. Sales Promotion. Public Relation, Publicity, and Corporate Advertising. Personal Selling. Part 3 Measuring the Effectiveness of IMC Program. International IMC. Regulation of Marketing Communications. Ethical aspects of Marketing Communication. 2 2 2 2 2 2 2 2 2 2 2 2 1 1 1 1 1 1
Communication%20policy%20-%206%20ECTS.docx