Integrated Marketing Communication (B327)
| Lecturer: | Prof. Dr. Raoul Kübler (Özyeğin University) |
| Course description: | B327 |
| Language: | English |
| Recommended for this semester or higher: | 4 |
| ECTS-Credits: | 6 |
| Course can be taken as part of following programs/modules: | International Economics International Business Administration Economics and Business Administration |
| Prerequisite for: | --- |
| Prerequisites: | --- |
| Limited attendance: | --- |
| Course Type: | Lecture (2 weekly lecture hours) |
| Date: | Blocked course: |
| Registration: | Please join the course "Integrated Marketing Communications" in ILIAS in order for us to plan for the course appropriately. Limited to 180 participants. |
| Downloads: | in ILIAS |
| Method of Assessment: | Written Exam (60 minutes) |
| Content: | This course aims to introduce you to the basic principles underlying modern marketing communications. Thereby students get a first introduction into the structure and processes of the current advertising industry. A strong emphasis is placed on how to develop, assess and implement effective communications campaigns in diverse context. Topics include consumer behavior, market segmentation and positioning, ad message strategy, advertising planning, media planning, advertising creativity and crisis communication. |
| Classification: | By the end of this course, it is expected that course participants will have developed an awareness and deeper understanding of the core communication principles. They will be able to develop integrated advertising strategy, identify and hire a suitable ad agency, determine the right communication budget, brief and monitor the agency, and schedule the campaign. |
| Literature: | (recommended) O'Guinn, Allen and Semenik (2011): Advertising and Integrated Brand Promotion, 6th edition, South Western |