10.1.15.6 HB6204 Integrated Marketing Communication and Brand Building (3 ECTS Credits)

Objectives
The student will become familiar with the special features of the integrated b-to-b marketing communication at both theoretical and practical level. He/she will be able to utilise both communication mix and communication process within communication in multicultural operation environment and context. The student will be familiar with concepts of brand management.

Content
Role of IMC and Brand Building / IMC Processes / Developing, Monitoring, Evaluating and Controlling IMC

Method
Lectures, exercise, examination

Semester
Term 3