Integrated Marketing Communication

The course is focused on deepening student´s knowledge and skills in the field of comprehensive marketing communication by traditional (incoming) and new (outgoing) approaches in marketing. The complex of professional lectures and seminars deals in detail with different approaches of various brands in marketing communication, communication with customers. Another key part of the course consist of individual components of marketing communication, which represent direct marketing, sales support, personal sales, PR, event marketing or sponsorship, tactical in the online marketing environment, incl. current focus on social media and guerrilla marketing. At the end of the semester, you must be able to evaluate and design partial approaches to marketing communication with selected companies.