Strategic Marketing Communication

Teaching results

The course Strategic Marketing Communication provides students with comprehensive knowledge, skills, and competencies necessary for effective planning and execution of communication campaigns.
In terms of knowledge, students will be introduced to the fundamentals of strategic marketing communication, the principles of the communication process, and integrated marketing communication (IMC), which synergistically connects communication tools and channels. They will gain insights into brand building through strategic communication, the principles of crisis communication, methods for measuring campaign performance using KPIs and ROI, as well as ethical and sustainable approaches in marketing communication.
In terms of skills, students will learn to analyze and design communication processes, plan and execute integrated campaigns, and create personalized customer communication using digital channels. They will acquire techniques for resolving crisis situations, implementing tools to evaluate campaign effectiveness, and developing sustainable communication strategies.
Students will also develop competencies required for the strategic management of communication activities in line with organizational goals. They will be able to analyze and interpret campaign results based on KPIs, design ethical and sustainable strategies, and adapt flexibly to current trends and challenges in marketing communication. They will master the ability to integrate various communication tools and enhance campaign efficiency through a strategic approach.