Objectives and competences
In this course students:
1. Systematically enhance their theoretical knowledge in the field of Marketing Communications and are able to apply it.
2. Gain the ability to apply their theoretical knowledge in complex practical problems in the field of Marketing Communications
Content (Syllabus outline)
1. Introduction to Marketing Communications
2. The Marketing Communications Process
3. Marketing Communications Objective and Strategy
4. Marketing Communications planning
5. The mass Media and new Media
6. Digital marketing communications
7. Social media
8. Advertising:
9. Sales promotion
10. Personal selling
11. Public relations and Sponsorship
12. Measuring the Effectiveness of Marketing Communications
13.The regulatory for Marketing Communications
Learning and teaching methods
ex-catedra lecturers;
analysing case studies;
active group work
Intended learning outcomes - knowledge and understanding
Development of knowledge and understanding:
Students:
1. Acquire comprehensive knowledge in the area of Marketing Communications
2. Have a detailed knowledge of theories in the area of Marketing Communications
3. Are able to explain key interconnections in the field of Marketing Communications
4. Develop skills to review the gained results in the field Marketing Communications
5. Are aware of personal and professional responsibility in the field of Marketing Communications
Cognitive/Intellectual skills:
Students:
Get the ability to search for and synthesize new information from the field of Marketing Communications in literature and praxis and to place them in appropriate professional frame.
1. Can identify key aspects of problem from different view points and are able to find solutions.
Intended learning outcomes - transferable/key skills and other attributes
Key/Transferable skills
Students:
1. Further develop skills and expertise in the use of knowledge in a specific working area.
2. Upgrade the ability to become an autonomous learner.
3. Upgrade the ability to apply information technology.
4. Further develop their communication skills in an effective manner to effectively solve conflicts.
5. Can identify key aspects of problem from different view points and are able to find solutions.
Practical skills:
Student:
1. Get practical experience in the field of Marketing Communications.
Readings
1. Završnik, Bruno, 2018: Marketinško komuniciranje. Maribor.
Dodatna študijska literatura (Additonal textbooks):
2. Jančič, Z., & Žabkar, V. (2013). Oglaševanje. Ljubljana: Založba FDV
3. Shimp. T.A. (2007). Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications. Fort Worth: The Dryden Press.
4. Završnik, B. (2015). The relationship between public relations and firm´s effectiveness. V: Proceedings. Zrenjanin: Univ. Novi Sad, Technical faculty Mihajlo Pupin., str. 247-252.
Additional information on implementation and assessment 