Credits US/ECTS

3/6

Level

Bachelor

Length

15 weeks

Pre-requisite

MKT 248

Contact hours

42 hours

Grading

Letter grade

Date

Class Agenda

Week 1:

Feb 4^th

Topic: Course introduction, assignments, and organizational matters
            An Introduction to Integrated Marketing Communications

Description: Why does Marketing Communication matter in today's competitive business landscape? We will explore how effective communication strategies, leveraging various media channels and promotional tools, contribute to achieving key marketing objectives.

Reading: Advertising and Promotion, An Integrated Marketing Communications Perspective, 13th edition, McGraw Hill – Ch. 1

Week 2

Feb 11^th

Topic:  Introducing communication
¨           The Scope of Marketing Communications

Description:  Marketing communications plays a vital role in how organizations engage their audiences, convey value, and build relationships. This session introduces the foundational concepts of marketing communications, including its scope, purpose, and tasks, as well as the importance of context and engagement. We will explore how tools, media, and content come together to create impactful campaigns that inform, persuade, and differentiate.

Deadline: CW1: Individual ''What's Newz" presentation.

Reading: Marketing Communications, Pearson, 2023 - Ch. 1

Week 3

Feb 18^th

Topic:  The Communication Process

             Communication: Theory, Interactivity and Influencers

Description:  This session explores the communication process and its application to marketing communication. It introduces key theories, such as linear, interactional, and dialogic models, highlighting their relevance to modern marketing. The role of interactivity, influencers, and word-of-mouth communication in shaping consumer engagement is examined. We will gain insights into how relational communication fosters connections between brands and audiences, translating theory into actionable marketing practices.

Deadline: CW1: Individual ''What's Newz" presentation.

Reading: Marketing Communications, Routledge, 2015 - Ch. 2

               Marketing Communications, Pearson, 2023 – Ch. 2

Week 4

Feb 25^th

Topic:  Integrated Marketing Communications (IMC)

Description: This session focuses on Integrated Marketing Communications (IMC), exploring its importance in creating cohesive and consistent brand messaging across various channels and touchpoints. Key topics include the forces driving IMC, the integration of tools, media, and messages, and strategies for developing effective IMC programs. The main promotional tools (Advertising, Direct marketing, Personal Sales, Public Relations, and Sales Promotion) will be briefly discussed.

We will learn how IMC ensures synergy between marketing efforts to enhance audience engagement and build strong brand value.
In-class IMC plotting activity.

Deadline: CW1: Individual ''What's Newz" presentation.

Reading: Marketing Communications, Pearson, 2023 – Ch. 8

Week 5

Mar 4^th  

Topic: The Role of IMC in the Marketing Process

           Marketing Communications: Strategies and Planning

Description: WHAT are market segmentation, targeting, differentiation, and positioning (STDP), and HOW do they relate to Marketing Communications. (Another initial step before a proper Integrated Marketing Communications plan can be pre-planned.) Further, the topic explores the strategic and planning aspects of marketing communications. It introduces frameworks for developing effective strategies, including audience targeting, platform selection, and integration of communication tools. Students will learn how to align marketing communication plans with business objectives to achieve measurable results.

Deadline: CW1: Individual ''What's Newz" presentation.

Deadline: Quiz (in class)

Reading: Advertising and Promotion, An Integrated Marketing
               Communications Perspective, 13th edition, McGraw-Hill/Irwin, 2023
               – Ch. 2

              Marketing Communications, Pearson, 2023 – Ch. 5

Week 6

Mar 11^th

Topic: Understanding How Marketing Communications Work: Models and Impact

Description: This session explores how marketing communications work, presenting multiple interpretations rather than relying on a single perspective. Key approaches include sequential models, changing attitudes, shaping relationships, creating significant value, and cognitive processing. Students will learn how these models contribute to understanding the effectiveness of marketing communications and their role in engaging audiences, influencing behavior, and building brand relationships.

Deadline: CW1: Individual ''What's Newz" presentation.

Reading: Marketing Communications, Pearson, 2023 – Ch. 4

Week 7

Mar 18^th

Mid-Term Exam

 Week 8

Mar

24^th-28^th 

Mid-Term Break

Week 9

April 1^st

Topic: Traditional and Non-traditional Media Types

           Media: Principles, Practice and Formats

Description: This chapter examines the principles and practices of media in marketing communications, focusing on the classification and use of different media types. It covers traditional (linear) media like print, broadcast, and outdoor, as well as interactive platforms such as social media and search engine marketing. Students will explore how to select and combine media formats to effectively reach target audiences and achieve communication goals. Review for the midterm.

Deadline: CW1: Individual ''What's Newz" presentation.

Reading: Marketing Communications, Routledge, 2015 - Ch. 9 + 10

                Marketing Communications, Pearson, 2023 – Ch. 15

Week 10

April 8^th

Topic: Creative Brief and Consumer Insight

            Content: Messages, Credibility and Creative Approaches

Description: What is creativity, challenges, and pitfalls of creativity, developing creative messages in different media, how to write a creative brief. This chapter focuses on crafting effective marketing messages and leveraging creativity in communication. It explores the principles of message appeals, credibility, and creative approaches, including storytelling, user-generated content, and the creative process. Students will learn how to develop impactful content that resonates with audiences and aligns with strategic marketing objectives.

Deadline: CW1: Individual ''What's Newz" presentation.

Reading: The Creative Brief: Everything You Need to Know – Article
                 https://business.adobe.com/blog/basics/creative-brief
                Marketing Communications, Pearson, 2023 – Ch. 14

Week 11

April 15^th

Topic: Media Planning: Concepts and Practices

Description: This chapter delves into the concepts and practices of media planning, focusing on strategies for effectively reaching and engaging target audiences. Key topics include reach, frequency, media mix optimization, and multichannel campaign planning. It also explores modern tools such as programmatic technologies and dashboards, emphasizing their role in monitoring, measuring, and optimizing media performance. Students will gain insights into creating cohesive and impactful media plans.

Deadline: CW1: Individual ''What's Newz" presentation.

Deadline: CW2: Group Report Digital version uploaded on NEO by Friday of this week by 11:55 pm.

Reading: Marketing Communications, Pearson, 2023 – Ch. 16

Week 12

April 22^nd

Topic:  Global Integrated Marketing Communications (GIMC) and Strategies: Exploring the Conversion Funnel

Description: WHAT is GIMC? What are international marketing communication strategies? Case study.

Deadline: CW1: Individual ''What's Newz" presentation.

Reading: Scanned on NEO

Week 13

April 29^th

Topic: Building Resilient Brands Through Marketing Communications

Description: This chapter focuses on the role of marketing communications in branding, highlighting how it builds brand equity and strengthens consumer relationships. Key topics include brand associations, personalities, ambassadors, and strategies for branding in both B2B and interactive environments. Students will explore how communication fosters intellectual and emotional connections to create strong, lasting brand identities.

Deadline: CW1: Individual ''What's Newz" presentation.

Reading: Marketing Communications, Pearson, 2023 – Ch. 7

Week 14

May 6^th

Topic: Overall semester wrap-up. Creative brief contents

Description: Last class discussion and summary of what we have learnt together. Group feedback for the final project.

Deadline: CW1: Individual ''What's Newz" presentation.

Week 15

May 13^th  

Topic: Final Credit Projects Presentations

Deadline: CW3: Final project – to be uploaded to NEO by 11:55 pm Monday, May 12.

Description: In this final session, students will present their final projects, showcasing their creative and strategic approaches. The presentations will be followed by class discussions and peer feedback, allowing for constructive critique and shared learning. The session will conclude with a brief course evaluation to reflect on key takeaways and overall experiences.

Assignment

Workload (hours)

Weight in Final Grade

Evaluated Course Specific Learning Outcomes

Evaluated Institutional Learning Outcomes*

Class Participation

42

10%

Students need to participate in discussions and express their thoughts and opinions. Preparation is essential, and the use of phones and PCs is restricted unless specifically required for an activity assigned by the teacher.

3

CW1: Assignment 1: Individual Student
'What's Newz"

20

15%

Practice presentation skills, ability to explain the studied topic to peers, apply key marketing and media terms and theories and demonstrate subject knowledge.

2, 3

Quiz No. 1

10

5%

Ability to find solutions to a variety of media problems; analytical skills.

Reading in advance will be necessary.

Part of the quiz is preparing a Communication Brief.

1

E1: Mid-term exam

28

25%

Prove through demonstration that discussed theory is correctly understood as well as implemented

1

CW2: Assign. 2: Destination Marketing Mobile App Prototype with Gamification and Edutainment

30

25%

This task focuses on developing a mobile app prototype for destination marketing, incorporating innovative elements of gamification and edutainment. Working in teams of 2–3 students, choose a destination within the Czech Republic or Europe and design an app that promotes its unique attractions, culture, and experiences.

The app should leverage traditional and modern mass media, combining educational content (e.g., historical facts, cultural insights) with interactive gamified features such as challenges, rewards, or quizzes to engage users. Additionally, provide a brief written report (4–5 pages) explaining the app's purpose, key features, media integration, and contribution to effective destination marketing.

The prototype and report will be presented and discussed in class, demonstrating skills in Critical Thinking, Effective Communication, and Effective and Responsible Action.

1,2,3

CW3: Assign. 3 -

Crafting and Executing an IMC Campaign Element
(Preparing a Creative Brief and Media Communication Plan for the specified organization)

20

20%

Demonstrate creative thinking and apply key concepts related to the communication process.
Develop practical knowledge in implementing a Media Plan.
Create and execute an IMC Strategy using a brief template that integrates cross-media elements from online to offline.

This assignment challenges you to apply your knowledge and skills to create an impactful IMC CAMPAIGN ELEMENT for the destination your group explored in Assignment 2. Working in pairs, you will develop a creative brief, design a campaign element, and present your work to the class for feedback and discussion. Through this process, you will demonstrate creative thinking by applying communication process concepts, develop practical skills in creating media plans and campaign elements, strengthen research, analytical, and problem-solving abilities, and enhance your presentation skills through peer feedback and class discussions.

1, 2, 3

TOTAL

150

100%

Assessed areas

%

1

Positive opening with clear introduction and presentation structure.  Clear introduction and emphasis placed as to how this topic relates to our class and why audience should "pay attention".

10%

2

Clear & coherent delivery with minimal use of notes

10%

3

Is the topic relevant to our class, and is it something NEW with regards to this field of study?  Ideally, a new concept, topic, case study, max. a few years old.

10%

4

Evidence of planning & rehearsal

10%

5

Academic terminology utilized - concepts from class integrated within the topic

10%

6

A range of academic sources was synthesized and cited within the presentation—sources placed on each slide.

10%

7

Well-designed presentation with utilized visuals, videos, etc.

10%

8

Key take-away points - Did we learn something?  Summarize your findings in 3 to 4 points on the last slide.

10%

9

Engagement - Did the audience pay attention, answer questions, keep focused, and did the topic stir discussion?   

10%

10

Overall Depth and Quality

10%

Total

100%

Assessed area

%

Comprehensive and creative design of the mobile app prototype, incorporating gamification and edutainment elements as specified in the assignment brief

40

Evidence of critical analysis in justifying the app’s features and their alignment with destination marketing objectives

20

Integration of a range of academic and industry sources to support the app’s design, with proper citation within the report

20

Correct report format, including TITLE, COVER PAGE, INTRODUCTION, CONCLUSION, WORKS CITED, and clear explanation of the prototype concept and features

10

Clear, logical, and polished presentation (free of grammatical, spelling, or structural errors) with consistency and clarity throughout the report

10

Total

100

Assessed area

%

1

Background: Clear and relevant context provided for the campaign.

8%

2

Competition: Analysis of competitors and differentiation strategies.

8%

3

Project: Clear description and overall understanding of the project.

8%

4

Purpose: Well-defined purpose and objectives of the campaign element.

8%

5

Target: Identification and understanding of the target audience.

8%

6

Message: Clear, relevant, and impactful message for the campaign.

8%

7

Insight: Strong consumer or market insight driving the campaign.

8%

8

Schedule: Realistic and detailed scheduling for the campaign element

8%

9

Budget: Thoughtful and realistic allocation of resources for the campaign.

8%

10

Proper media and message for the Campaign Element:
Creativity and ingenuity are evident. Correct marketing terminology.

28%

Total

100%