Course Description

Course Name

International Marketing Communications

Session: VPGS1222

Hours & Credits

46 Contact Hours

Prerequisites & Language Level

Taught In English

  • There is no language prerequisite for courses at this language level.


*Please note- this is a sample syllabus only. Actual course content and course format may differ term-to-term.

Course description:

Course provides an integrated overview of different tools of marketing communications (advertising, public relations, sales promotion, personal selling). Course focuses on their functions, theoretical background and practical applications.


Course methodology:

Classes will involve lectures, group work, class discussions, case studies and guest lectures.


Course work:

  • Final exam (40 % of the evaluation)
  • Team project (40 % of the evaluation)
    • Team project involves developing of a communication plan and its presentation. Project will be evaluated with respect to the following criteria: 1) realistic proposal 2) creativity 3) logical and consistent proposal 4) formal level of presentation
  • Attendance (20 % of the evaluation) is compulsory


Course Content:

Introduction to Marketing Communications

  • Communication process
    • Marketing communication process
    • One- step, two step and multiple step communication
    • International specifics of marketing communication
  • Communication mix
    • ATL and BTL communication
    • Factors influencing the decisions about the communication mix
  • Goals of marketing communication
  • Communication strategy
  • Marketing message
    • perception of the target group
    • motivation of the target group
    • creative strategies
  • Communication budget

Consumer behavior

  • Consumer behavior and its impact on communication mix
    • decision making process
    • learn- feel- do model of decision making
    • AIDA model
    • Theories of social learning and classical conditioning
    • Practical implications


  • Theory and practice of advertising
    • advertising characteristics
    • functions of advertising (typical advertising campaigns)
    • creativity in advertising
    • advertising evaluation
    • mass media, including international specifics
    • ethics in advertising
    • new trends and new media in advertising
    • viral, guerilla and buzz marketing

Direct Marketing and Online Communication

  • Theory and practice of direct marketing
    • direct marketing characteristics
    • measures used in direct marketing
    • functions of direct marketing (typical campaigns)
    • direct marketing media
    • how to write a direct mail
    • web site characteristics
    • ethics in direct marketing

Public Relations

  • Theory and practice of public relations
    • public relations characteristics
    • functions of public relations (typical PR campaigns)
    • media relations
    • understanding media
    • how to write a press release
    • how to prepare a press conference
    • communication in crisis
    • communication with key opinion leaders
    • internal communication
    • ethics in public relations

Sales Promotion

  • Theory and practice of sales promotion
    • sales promotion characteristics
    • functions of sales promotion (typical campaigns)
    • shopper marketing
    • in-store communication
    • experience marketing
    • trade fairs and exhibitions

Personal Selling

  • Theory and practice of personal selling
    • personal selling characteristics
    • negotiation process

Communication on B2B market

  • Theory and practice of communication on B2B market
    • specifics of B2B market
    • specific target groups for communication on B2B market
    • message strategy for B2B market
    • communication mix for B2B market
    • advertising on B2B market (goals, media)

Communication Planning

  • The multi-step process of communication planning
    • situation analysis
    • communication objectives
    • communication strategy
    • developing a communication plan

*Course content subject to change