PV231 Integrated Marketing Communications

Fakulta informatiky
jaro 2010
Rozsah
1/1/2. 4 kr. (plus ukončení). Ukončení: k.
Vyučující
Prof. Sandra Kumorowski (přednášející)
RNDr. Zdeněk Vrbka (pomocník)
Garance
RNDr. Zdenko Staníček, Ph.D.
Katedra počítačových systémů a komunikací – Fakulta informatiky
Rozvrh
St 12. 5. 9:00–12:50 C511, Čt 13. 5. 8:00–11:50 C511, Pá 14. 5. 9:00–12:50 C525, St 19. 5. 9:00–12:50 C511, Čt 20. 5. 8:00–11:50 C511, Pá 21. 5. 9:00–12:50 C525, Po 24. 5. 16:00–19:50 D2
Předpoklady
( PA179 Project Management || PV098 Řízení implementace IS ) && SOUHLAS
Omezení zápisu do předmětu
Předmět je nabízen i studentům mimo mateřské obory.
Předmět si smí zapsat nejvýše 40 stud.
Momentální stav registrace a zápisu: zapsáno: 0/40, pouze zareg.: 0/40, pouze zareg. s předností (mateřské obory): 0/40
Mateřské obory/plány
Cíle předmětu
This course is built on a hands-on experience in developing an integrated marketing communications strategy plan for a real client from the information technology category and facilitates understanding how advertising, sales promotion, public relations, personal selling, word of mouth, social media, website content and presence, internal marketing, and in some cases design and packaging decisions form a coordinated marketing communications strategy.
The course will provide the theoretical underpinnings of a set of concepts, approaches and tools in integrated marketing communications and at the end of this course students should be able to:
Understand the current status of the marketing category in global terms;
Understand market/category research methodology and concepts of consumer behavior analysis;
Develop a relevant insight from the research data;
Understand each IT client unique scenario and customize the project based on client’s needs;
Develop a creative brief;
Develop a feasible integrated marketing communications strategy plan with focus on an IT category;
Apply project management best practices to successfully manage a project;
Visually express their ideas in creative designs (logos, posters, website mockups, banners, etc.);
Effectively develop and manage a flourishing client relationship;
Effectively present and sell their strategies in front of the client
Osnova
  • Introduction to IMC & its impact on the world of IT;
  • IT client project introduction & overview;
  • Research process, SWOT analysis, consumer behavior, word of mouth, insight development;
  • IMC strategy development process, project management;
  • IMC communication/creative strategy planning, branding;
  • IMC execution/media strategy planning - digital, mobile, social media, direct marketing, sales promotions, personal selling, event marketing, public relations, corporate advertising, sponsorship programs, broadcast & print media;
  • Creative brief development;
  • IMC strategy plan development including research report;
  • Organizing for integration, future directions for IMC;
  • Client presentations (Power Point/Keynote)
Literatura
  • IMC - The Next Generation: Five Steps for Delivering Value and Measuring Returns Using Marketing Communications, Don & Heidi Schultz, McGraw-Hill, 2004
Výukové metody
Lectures, class discussion, group project, presentations, campaign examples, relevant books examples.
Metody hodnocení
The written IMC Strategy Plan and its presentation in front of the client are required for the completion of the course.
Vyučovací jazyk
Angličtina
Informace učitele
http://www.facebook.com/event.php?eid=116524065045219&ref=mf
For more information about the course, you may ask prof. Kumorowski directly on the Facebook (use the link provided above).
ATTENTION! The course starts on 11th May at 9:00
Lecturer information: Sandra Kumorowski
- Adjunct Professor of Integrated Marketing Communications, Loyola University Chicago Graduate School of Business, USA
- Guest Marketing Lecturer, Middlesex University London, UK
- Marketing & PR Co-Chair, Christopher & Dana Reeve Foundation
- Chief Business Advisor & Founder, Enakta LLC
To register a place on this course send an email with subject line "PV231: Request for registration" at xvrbka@mail.muni.cz. Please include your učo, name, faculty, study programme, semester, information on required subjects graduation and statement of exception if appropriate (see prerequisites of the course). The success of your registration will be confirmed by April 15th 2010.
Další komentáře
Předmět je vyučován jednorázově.
Předmět je zařazen také v obdobích jaro 2011, jaro 2012.