Integrated Marketing Communication 2600-MSMdz1zmZKM

Lecture 1.
Principles of effective marketing communication (promotion)
• Main divisions: promotion functions, forms of promotion: clean and mixed, ATL / BTL, outbound / inbound
• Profiles of the effectiveness of the forms of promotion
• The role of the senses in effective communication
References: (1), pp. 546-549, 646-656.

Lecture 2.
Marketing and promotion agencies; selecting the lead agency; principles of cooperation
• Alternative methods of selecting agencies
• Custom marketing and promotion brief
• Tender procedure for selecting the lead agency
• Methods of ongoing cooperation between the agency and the client
• Compensation to the agency
References: (1), pp. 574-575.

Lecture 3.
Programming structure of a multi-instrumental promotion campaign; identification and research of target groups; Defining campaign goals and designing a creative strategy
• The planning and implementation phases of the campaign
• Identification of primary and secondary target groups
• Pre-promotion research of target groups
• Establishing campaign goals based on the results of pre-promotion research
• Stages of strategic creation
References: (1), pp. 546-556,

Lecture 4.
Selection of tools for promotion-mix; designing detailed means of promotional expression (executive creation); setting a cost budget
• Factors influencing the choice of promotion-mix structure
• Conditions for designing / testing / selecting the means of promotional expression
• Two approaches to budgeting
• Top-down approach techniques
• Determining the budget using the bottom-up method
References: (1), pp. 557-568

Lecture 5.
Designing the media (media)
• Choice of inter-media
• Intra-media decisions
• Timing of media planning
• Media plans
References: (1), pp. 585-592

Lecture 6.
Organizing promotional activities and post-promotional research
• Production of promotional products; ordering and broadcasting of media
• Campaign monitoring and mid-campaign research
• Post-promotional research methods
• Indicators of the effectiveness and efficiency of promotional activities
References: (1), pp. 569-571, 592-596

Lecture 7.
Final test of the lecture