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Lene Howmann Christiansen, markedsføringsøkonom:
"Jeg har en drøm om at blive personalechef, og derfor har jeg valgt managementlinjen..."
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The International Business Academy
Skamlingvejen 32
DK-6000 Kolding
Tlf. +45 7224 1800
Fax +45 7224 1808
iba@iba.dk
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Aims and Summary
This module is intended for students who wish to understand the role of all aspects of Marketing Communications in marketing and business. The focus is on integrated marketing communications on a national, international and global scale. It also focuses on the current and emerging issues in marketing communications.
Intended Module Learning Outcomes
The intended learning outcomes are that on completion of this module the student should be able to:
1. Develop an Integrated Marketing Communication plans and understand the relationship between the latter and a marketing plan.
2. Analyse & evaluate the factors that affect the national and global Marcomms environment.
3. Understand and critically evaluate the role of marketing communications in building brands.
4. Examine & critically evaluate current issues & future developments in marketing communications.
Indicative Content
Strategic importance of integrated Marketing Communications Planning
Understanding of theories of communications.
The marketing communications environment at local and international level.
In-depth understanding of buyer behaviour
Marketing Communications role in building national and global brands.
Understand the relevance of all the marcomms tools (advertising, PR, sales promotion, direct marketing, sponsorship, personal selling) in achieving marcomms objectives.
Examine current and latest developments across all media, including E-communications and the internet.
Corporate Social Responsibility and consideration of ethics relevant to marcomms.
