Integrated Marketing Communications


Ilijana Petrovska PhD
Vice Dean for Education


MA in Marketing , Marketing

Integrated marketing communications is a course that covers material for better understanding of the modern concept of advertising and promotion. Starting from the basic principles, the material develops the main idea for the importance of Integrated Marketing Communication and its effectiveness, through different international and local examples of winning advertising campaigns. The campaigns are covered from the planning process, defined advertising objectives and evaluated on the ability to generate a desired consumer response (according to the objectives). The use of media and all promotional activities should be integrated through one marketing communication, including a usage of modern social media, as a trend in the 21st century.