Integrated Marketing Communication 2600-MSMz1zmZKM
Program
Principles of effective marketing communication (promotion)
• Main divisions: functions and forms of promotion, outbound / inbound, ATL / BTL,
• Integrated promotion rules
• Coherence of interpersonal communication
• The role of the senses in effective communication
Types of marketing and promotional agencies; selecting the lead agency; principles of cooperation
• The planning and implementation phases of promotional campaigns
• Types of promotional and advertising agencies
• Agencies selected without a tender
• Tender procedure for selecting the lead agency
• Methods of ongoing cooperation between the agency and the client
• Compensation to the agency
• Strategic plan for the campaign
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 creative work
• Establishing scheduled content of transmissions
• Choice of overtone and argumentation
Setting a promotion budget; promotion-mix and detailed means of promotional expression
• Two approaches to budgeting
• Top-down approach techniques
• Determining the budget using the bottom-up method
• Factors influencing the choice of promotion-mix structure
• Conditions for selecting the means of promotional expression
Designing the media
• Choice of inter-media
• Intra-media decisions
• Media plans
Organizing promotional activities and post-promotional research
• Directing promotional measures to production
• Establishing and implementing the promotion schedule
• Post-promotion research methods
• Research on the effectiveness of individual types of media
• Research on promotional expenses
• Research on the impact of promotion and advertising on sales
• Advertising Effectiveness Ratio
• Advertising impact indicator
Final test of the subject
Type of course
Mode
Assessment criteria
The result of the written test (consisting of a dozen or so questions, mainly closed), 2 possible approaches (the last class and the summer retake session)
Bibliography
Literature:
Compulsory literature (1): P.Kotler: Marketing. Analiza, planowanie, wdrażanie i kontrola, Gebethner & Ska, Warsaw 1994, chap. 22, 23, 24, and pp. 646-656 ; in later editions – respectively; (2) K. Podstawka: Zintegrowana komunikacja marketingowa, lecture presentation, Faculty of Management, Warsaw 2021.
Supplementary literature: B.Stawarz: Content marketing po polsku, PWN, Warszawa 2015; A.Maciorowski: E-marketing in practice, Samo-Sedno, Warsaw 2013;
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: