Learning outcomes

The students will have a deeper understanding on integrated marketing communications and its modern applications. Furthermore, the students improve critical reading of various communication media and understand how they are used in multicultural markets.

Contents

The books contain useful aspects of marketing communications like advertising, branding, PR, selling and sales management within global market. The students are able to choose the part of marketing communications which provides best interest for their future career.

Teaching methods

No lectures, only book exam

Evaluation

Numeric 1-5.

Recommended year of study

2. year autumn
2. year spring
3. year autumn
3. year spring

Study materials

Students choose three books from five alternative books and take an exam on marketing examination days.

1. de Pelsmacker, Patrick, Geuens, Maggie & van den Bergh, Joeri: Marketing Communications: A European Perspective, Pearson, 2007.
2. Schultz, Don & Schultz, Heidi: IMC: The Next Generation, McGraw-Hill, 2003. Available as E-book from ebrary.
3. de Mooij, Marieke, K.: Global Marketing and Advertising: Understanding Cultural Paradoxes, Sage, 2005.
4. de Chernatony, Leslie: From Brand Vision to Brand Evaluation: The Strategic Process of Growing and Strengthening Brands, Elsevier, 2006. Available as E-book from NetLibrary.
5. Donaldson, Bill: Sales Management: Principles, Process and Practice, Palgrave Macmillan, 2007.

Belongs to following study modules