This course explores the modern holistic marketing and the synergy between online and offline communication strategies. It emphasizes developing strategic and Integrated communications (IMC) plan, as well as cohesive communication campaigns that align brand messaging, online and offline media plannning and content creation. The theoretical frameworks will be studied in the context of the current industry changes, impacted strongly by Metaverse and AI. Students will analyze real-world case studies, engage in practical projects, and apply strategic thinking to craft integrated communication plans. The core theoretical framework Will be: IMC model, Customer Journey Model and Hierarchy of Effect Model.
