Integrated Marketing Communication in the Digital Era (SBUEK_200)
About Study Course
Objective
To develop students’ understanding of the development of effective integrated marketing communication (IMC) campaigns in the digital age, approaches to and tools for strategic planning of communication, and the theoretical and practical aspects of developing and implementing integrated campaigns.
Prerequisites
The course requires students to have preliminary knowledge of marketing and advertising, consumer behaviour, and it is preferable to have knowledge of the basics of business, including international business, and business management.
Learning outcomes
After the completion of the course, students gain knowledge of the basic principles, approaches and tools of strategic planning of IMC integrated campaigns.
After the completion of the course, students acquire skills in developing IMC integrated campaign communication strategy and systematic evaluation of campaign and communication activities through classroom discussions, individual and group work, and a workshop.
Successful completion of the course will provide students with the basics of IMC integrated campaign strategy development and strategic planning of communication.
Study course planning
| Study programme | Study semester | Program level | Study course category | Lecturers | Schedule |
|---|---|---|---|---|---|
| Management of International Marketing and Business, SMBVM | 1 | Master’s | Required | Zigurds Zaķis | |
| Management of International Marketing and Business, SMBVMe | 1 | Master’s | Required | Zigurds Zaķis |
