Contextual Integrated Marketing Communication

• Uvodno predavanje, metodologija i operacionalizacija predavanja i vježbi
• Organizacijska kultura kao ishodište integrirane marketinške komunikacije
• Elementi i proces integrirane marketinške komunikacije
• Komunikacijski proces i ponašanje potrošača
• Persuazivnost i marketinška komunikacija
• Uvjeravanje elementima poruke 1. Kolokvij
• Upravljanje oglašavanjem
• Kreativna oglašavačka strategija
• Strategija i planiranje medija miksa
• Unapređenje prodaje usmjereno posrednicima i potrošačima
• Internet, odnosi s javnošću i osobna prodaja
• Mjerenje učinkovitosti marketinške komunikacije
• Marketinška komunikacija na međunarodnom tržištu 2. Kolokvij

1. differentiate basic theoretical concepts and principles in the field of integrated marketing communication
2. analyze the elements, process and methods of measuring the effectiveness of integrated marketing communication
3. link the specifics of the communication process and consumer behavior in the recognition of integrated marketing communication
4. integrate the principles of integrated marketing communication in creating a marketing communications strategy
5. critically evaluate acquired knowledge, communication skills, and team work skills in designing and shaping appropriate marketing communication strategies
6. develop critical thinking during planning of activities and designing an appropriate marketing communication strategy with the aim of achieving competitive advantage

Required reading

• Kesić, T. (2003), Integrirana marketinška komunikacija: Oglašavanje, Unapređenje prodaje, Internet, Odnosi s javnošću, Publicitet, Osobna prodaja, Opinio, Zagreb

Further reading

• Belch G. E., Belch M. A. (2004), Advertising and Promotion,McGraw Hill, New York
  Rossiter J. R., Bellman S.(2007), Marketing Communications – Theory and applications,Pearson, Frenchs Forest, Frenchs Forest
  Hollensen, S. (2010), Global Marketing: A decision-oriented approach, Financial Times,Global Marketing: A decision-oriented approach, Financial Times