The course explains the foundations of relationship marketing and the use of integrated marketing communications for the purpose of reaching strategic goals of the company. The students will get acquainted with the principles of using various marketing communications technologies, as well as with the means of integrating and synchronizing them for ensuring desired impacts on key stakeholders of the company. Intended Learning Outcomes are as follows:
being able to lead and structure communication process based on communication aims and surrounding environment;
being able to develop company’s marketing strategy as well as plan, implement and monitor the actions that are aimed at its successful realization.