Integrated communication strategy is a process that involves products and services and is used to design, develop, execute, and evaluate communication programs for consumers, partners, and prospective customers. The aim of the course is to introduce students to the concept of communication strategy and to analyze its advantages over traditional communication approaches. In addition, the main purpose is to examine the way in which important corporate communication in conjunction with online communication technologies and digital media work together to achieve the goals and objectives of the organization. During the course, the tools of communication and the ways of their combined and effective use are presented. Finally, the process of creating a comprehensive communication plan is analyzed, as well as the methods of evaluating its effectiveness.

The course reviews the main communication tools (e.g.advertising, public relations, personal sales, interactive marketing, etc.), with special emphasis on the communication goals that each tool serves. The course includes the analysis of case studies and the creation by students of integrated communication strategy for a product or service.

Upon successful completion of the course students will acquire:

• The history and current state of integrated communication strategy.
• Key concepts such as tactics and strategies of digital integrated communication.
• The operation of the integrated communication strategy.
• The use of online tools of integrated communication.
• The implementation of a comprehensive communication strategy.