Copenhagen, Denmark

Integrated Marketing Communications

This interdisplinary course offers an opportunity for the student to critically consider common approaches to integrated marketing communications in light of empirical evidence. The course is aimed at developing managerial decision making skills in all aspects of promotion. Topics covered include: strategy development and implementation in advertising, personal selling, public relations, and price promotions.

Preliminary assignment: Written submission

The course will cover topics such as:

- Introduction to IMC and Communication Models
- IMC and Consumer Behaviour
- IMC Strategy & Planning
- IMC Objectives, Positioning & Creative Implementation
- IMC: A Definition & Traditional Media
- Advertising, Public Relations and Sponsorship
- Sales Promotions, Brand Placement & Packaging
- Placement, packaging & Exhibitions
- Interactive Media
- Media Planning
- Financial Resources, Agency Structures and Evaluation
- Ethics in IMC

Course leader

Milena Micevski - Department of Marketing

Target group

This is a graduate level course. CBS Summer University courses at Copenhagen Business School is open to all and welcomes domestic and international students as well as professionals.

Course aim

Compare and contrast the strong and weak theories of marketing communications

Devise effective marketing strategies and programmes

Formulate appropriate marketing communications strategies to practical business objectives

Distinguish and justify different creative and media executions

Evaluate a company's marketing and promotional programme

Fee info

DKK 6000: Tuition fee for Open University students (EU/EEA/Swiss citizenship)
DKK 15000: Tuition fee for non-European students.