Marketing Communications

  • Integrated marketing communications (IMC) campaigns and its dimensions
  • Promotional mix offline-online issues including: advertising, marketing public relations (MPR), native advertising (and other forms of paid content), direct marketing, sales promotion, events, sponsorship and other promotional elements
  • Owned, earned and paid media
  • Online marketing communications
  • Marketing communications efficacy and effectiveness
  • Measuring attitudinal/behavioral response
  • Marketing communications in non-profit and voluntary sector organizations
  • Political marketing communications
  • Tourism communications

Interactive and Multichannel Communications

  • Brand touchpoints
  • Viral marketing and eWOM
  • Mobile marketing communications
  • Native advertising (NA) on social media sites (SNA)
  • The consumer decision journey
  • Digital web advertising conversion funnel
  • Building customer relations
  • Content management

Corporate Communications

  • Corporate identity, image, reputation
  • Integrated marketing communications
  • Corporate branding and corporate online communities
  • Corporate reputation in social media sites (SNS)
  • Communication to stakeholders
  • Internal communications and branding
  • Public relations perspectives
  • Organizational, Business and Management Communications
  • Non-profit and voluntary sector organizations and branding
  • Place marketing communications and branding

Related Areas

  • Ethical issues of marketing communications
  • Cultural issues of marketing communications
  • Marketing communications research methods
  • Rhetoric, semiotics in communication
  • Knowledge management and communication
  • Organization culture and communication
  • Marketing communications in times of economic crisis
  • Cross-cultural analysis
  • Leadership, networks, trust-building and communication
  • Marketing communications theory
  • Communication management
  • Marketing communications agencies in the digital age