This course is designed to familiarize students with the contemporary Marketing communications, focused on Integrated Marketing Communications. It provides knowledge of terminology, concepts, theory, recent developments and innovations in marketing communications’ mix. The course emphasizes team work, brainstorming, and idea generation for integrated communications. Students are taught to formulate strategies using integrated communication tools. Examples and cases will be drawn from the International Advertising Industry, as well as from the Macedonian Advertising Industry.
Aim of the module is to provide contemporary view of the role and importance of marketing communications.