Course Details

Course Information Package

Course Unit CodeABSM307
Course Unit Details
Number of ECTS credits allocated5
Learning Outcomes of the course unitBy the end of the course, the students should be able to:
  1. Identify what is an integrated marketing communications program
  2. Recognize how an integrated marketing communications program create value for firms
  3. Identify the components of an integrated marketing communications program
  4. Identify new trends affecting marketing communications, focusing on WOM, buzz marketing, sponsored consumers and the use of the internet and social media in marcoms
  5. Evaluate the different promotional elements for different organisational settings and apply the learned concepts to suggest marketing communications programs.
Mode of DeliveryFace-to-face
Recommended optional program componentsNONE
Course Contents

Overview of Integrated Marketing Communications

Integrated Marketing Communications (IMC)

Changes in Marketing Communication Practices

Making Brand-Level Marcom Decisions and the marcom programme

The communications process


Marcom’s Challenges: Enhancing Brand Equity, Influencing Behavior, and Being Accountable


Brand Equity

Brand identity and dimensions of brand personalities

Creating successful brands


Ethical, Regulatory, and Environmental Issues in Marketing Communications

Ethical issues in Marketing Communications

The ethics of targeting

The ethics of targeting children

Ethics and advertising

Ambush marketing

Stealth marketing

Ethical issues in Public Relations

Ethical issues in Packaging, Branding and Sales Promotions

Green marketing

Advertising regulation


Marcom Positioning

Positioning and the creating of meaning

Outcomes of positioning

Implementing Positioning CPM Vs HEM

Elements of Memory


Marcom Objective Setting and Budgeting

Marcom Objectives

Practical Budgeting Methods


Facilitating the success of new brands  

New-Product Adoption Process Model

Alternative marketing programmes

Buzz marketing

Sponsored consumers

Brand ambassadors

Guerrilla marketing

Corporate image

The Brand Naming Process

The Role of Logos

Functions of the Package

Evaluating the Package: The VIEW Model


Overview of Advertising Management: Messages, Media, and Measurement

The role of advertising agencies

Advertising terminology and objectives

Advertising campaign management

The creative brief


Selecting Message Appeals and Picking Endorsers

Celebrity Endorsers

Advertising Appeals


Traditional Advertising Media  Vs New media

Traditional media






New media and internet marcoms

Online advertising, Blogs and Email advertising

Mobile phones and text messaging

Search Engine Advertising

Online social networks

Viral Marketing

Recommended and/or required reading:
  • Shimp, T. A. (2010) Advertising, Promotion, and Other Aspects of Integrated Marketing Communications. London: South Western-Cengage Business
  • Dahlen, M. and Lange, F. (2010) Marketing Communications: A Narrative Approach West Sussex: John Wiley and Sons Ltd
  • Belch, G. and Belch, M. (2008) Advertising and Promotion: An Integrated Marketing Communications Perspective. New York: McGraw-Hill Higher Education
  • Russel, E. (2008) The Fundamentals of Marketing Communications, London: AVA Publishing
Planned learning activities and teaching methodsLectures supported by power point presentations, class discussions, use of video material to demonstrate the application of various concepts by companies
Assessment methods and criteria
Group assignment20%
Final Exam60%
Language of instructionEnglish
Work placement(s)NO

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