A23C510 - Integrated Marketing Communications web course, 10.08.2021-07.09.2021

Topic outline

• Materials
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    Reading material Folder

    Compulsory reading material including book chapters on promotional tool mix

    Sales promotions

    • *Fill, C. (2009). Marketing Communications: interactivity, communities and content. Pearson Education. (Chapter 18) 
      

    Recommended reading:

    • Brito, P. Q., & Hammond, K. (2007). Strategic versus tactical nature of sales promotions. Journal of Marketing 
      

    Communications, 13(2), 131-148. 

    + other material of your choice. 

    Public relations (PR)

    • *Fill, C. (2009). Marketing Communications: interactivity, communities and content. Pearson Education. (Chapter 19) 
      

    Recommended reading:

    • Grunig, J. E., & Hunt, T. T. (1984). Managing public relations. Holt, Rinehart and Winston.

      

    + other material of your choice.


    Personal selling

    • *Fill, C. (2009). Marketing Communications: interactivity, communities and content. Pearson Education. (Chapter 22)

      

    Recommended reading: 

    • Weitz, B. A., & Bradford, K. D. (1999). Personal selling and sales management: A relationship marketing perspective. Journal of the academy of marketing science, 27(2), 241-254. 
      

    + other material of your choice. 

    Sponsorship

    *Fill, C. (2009). Marketing Communications: interactivity, communities and content. Pearson Education. (Chapter 20) 

    Recommended reading:

    • Aaker, D. A., & Joachimsthaler, E. (2012). Brand leadership. Simon and Schuster. (Chapter 7) 
      
    • Meenaghan, T. (2001). Understanding sponsorship effects. Psychology and Marketing, 18(2), 95-122.

      
    • Meenaghan, T., & Shipley, D. (1999). Media effect in commercial sponsorship. European journal of marketing, 33(3/4), 328-348. 
      

    + other material of your choice.


    Direct Marketing


    *Fill, C. (2009). Marketing Communications: interactivity, communities and content. Pearson Education. (Chapter 21)


    + other material of your choice.


    Social Media/Interactive


    *Fill, C. (2009). Marketing Communications: interactivity, communities and content. Pearson Education. (Chapter 25/26)


    + other material of your choice. 
    

    
    

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    Lecture slides 1 Folder
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    Lecture 2 slides Folder
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    Lecture slides 3 Folder
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    Lecture slides 5 Folder
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    Lecture slides 6 Folder
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    Lecture slides 7 Folder