The course aims to analyze some recent topics and emerging trends in the management and marketing fields. The course provides a focus on topics that are currently relevant for companies that compete worldwide in an ever-changing and challenging environment.
Emphasis is placed on the management of marketing communications in the digital age and how companies from various sectors build an integrated marketing communications and exploit digital and technology trends.
The lecturer will provide slides, papers, reports and case studies. All the material will be available on Moodle.
Learning Objectives
On completion of this course, students should:
• Gain an understanding of integrated marketing communications
• Comprehend the relevance of digital marketing tools and new technologies for marketing
• Learn the strategic use of social media and other digital marketing tools
Prerequisites
Principles of marketing and management.
Teaching Methods
Class times will be used for a combination of lectures, seminars, group discussions and project work.
Type of Assessment
Attending students: evaluation of the project work (oral presentation and written report by the team-work) + oral exam.
Non-attending students: oral exam (send an email to the lecturer to receive the material to be studied).
Course program
The main topics to be covered are:
- Integrated marketing communications.
- Traditional and new media.
- Emerging, hybrid media and experiential marketing.
- Social media, influencer marketing and digital PR.
- Evaluation and control: marketing effectiveness and ROI; marketing analytics.
- Marketing communications in a global marketplace.
- Digital technologies trends.
- Current challenges in marketing communications: ethical issues, political and social marketing and brand activism.
- Online and offline marketing communications: case studies.
- Group discussions and project work.