PV231 Integrated Marketing Communications Strategy

Faculty of Informatics
Spring 2011
Extent and Intensity
1/1/2. 4 credit(s) (plus extra credits for completion). Type of Completion: k (colloquium).
Teacher(s)
Sandra Kumorowski, MBA (lecturer)
Mgr. Silvie Klimo (assistant)
RNDr. Zdeněk Vrbka (assistant)
Guaranteed by
RNDr. Zdenko Staníček, Ph.D.
Department of Computer Systems and Communications – Faculty of Informatics
Prerequisites (in Czech)
( PA179 Project Management || PV098 Mngmnt of IS implementation ) && SOUHLAS
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
The capacity limit for the course is 40 student(s).
Current registration and enrolment status: enrolled: 0/40, only registered: 0/40, only registered with preference (fields directly associated with the programme): 0/40
fields of study / plans the course is directly associated with
Course objectives (in Czech)
This course is built on a hands-on experience in developing an integrated marketing communications strategy plan for a real client from the information technology category and facilitates understanding how advertising, sales promotion, public relations, personal selling, word of mouth, social media, website content and presence, internal marketing, and in some cases design and packaging decisions form a coordinated marketing communications strategy.
The course will provide the theoretical underpinnings of a set of concepts, approaches and tools in integrated marketing communications and at the end of this course students should be able to:
Understand the current status of the marketing category in global terms;
Understand market/category research methodology and concepts of consumer behavior analysis;
Develop a relevant insight from the research data;
Understand each IT client unique scenario and customize the project based on client’s needs;
Develop a creative brief;
Develop a feasible integrated marketing communications strategy plan with focus on an IT category;
Apply project management best practices to successfully manage a project;
Visually express their ideas in creative designs (logos, posters, website mockups, banners, etc.);
Effectively develop and manage a flourishing client relationship;
Effectively present and sell their strategies in front of the client
Syllabus (in Czech)
  • Introduction to IMC & its impact on the world of IT;
  • IT client project introduction & overview;
  • Research process, SWOT analysis, consumer behavior, word of mouth, insight development;
  • IMC strategy development process, project management;
  • IMC communication/creative strategy planning, branding;
  • IMC execution/media strategy planning - digital, mobile, social media, direct marketing, sales promotions, personal selling, event marketing, public relations, corporate advertising, sponsorship programs, broadcast & print media;
  • Creative brief development;
  • IMC strategy plan development including research report;
  • Organizing for integration, future directions for IMC;
  • Client presentations (Power Point/Keynote)
Literature
  • IMC - The Next Generation: Five Steps for Delivering Value and Measuring Returns Using Marketing Communications, Don & Heidi Schultz, McGraw-Hill, 2004
Teaching methods (in Czech)
Lectures, class discussion, group project, presentations, campaign examples, relevant books examples.
Assessment methods (in Czech)
The written IMC Strategy Plan and its presentation in front of the client are required for the completion of the course.
Language of instruction
English
Further comments (probably available only in Czech)
Study Materials
The course is taught only once.
The course is taught: in blocks.
Teacher's information
http://www.facebook.com/event.php?eid=155438901181753
The course is also listed under the following terms Spring 2010, Spring 2012.
  • Enrolment Statistics (Spring 2011, recent)
  • Permalink: https://is.muni.cz/course/fi/spring2011/PV231