About ICS

The Institute of Communication Studies is a leading research organization in the field of journalism and media studies, public relations and corporate communications. Our mission is to contribute towards strengthening of Macedonian democracy by working with media, civil society and public institutions, educating a critical public that will ask for greater transparency and accountability through engagement in the policy creation process.


Integrated Marketing Communications

First Semester

5 weeks

8 ECTS credits

Assoc. prof. Meri Karanfilovska

Course description

How do news, in the way they are communicated to the public, change the future of the organization? How are messages delivered through an integrated marketing campaign using the coordinated use of public relations and the full range of techniques? Learn the traditional and non-traditional marketing disciplines, as well as the principles and practice of persuasion, advocacy and social marketing.

  • What you’ll learn
  • You will learn to use different integrated marketing tools as part of the organization’s communications (advertising, public relations, direct marketing, sales, social media);
  • You will understand the principles of PR and social media management as part of an organization’s communication strategy (and therefore part of the overall company strategy);
  • You will learn to plan and create a communication program;
  • You will know the methods for measuring the success of communication programs.
How will you improve

Study course by course, through individual learning and teamwork in real-life situations, under the mentorship of renowned professors from Macedonia and abroad. If your commitments do not allow you to attend regular classes, learn in the ICS virtual classroom at any time and from anywhere.


Bowen, S. A., Rawlins B., and Martin T.:  Mastering Public Relations, v. 1.0 Chapter 7.2

Rawlins, B. L. (2006): Prioritizing Stakeholders for Public Relations.

Clow, K. E. and Baack, D. (2007): Integrated Advertising, Promotion, and Marketing Communications. 3rd ed. New Jersey.

Meerman Scott, D.  (2013), 4th ed.: The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly.

Van Belleghem, S. (2012): The conversation Manager: The Power of the Modern Consumer, the End of the Traditional Advertiser. Paperback.

Qualman, E. (2011): Soicalnomics. How social media transforms the way we live and do business. New Jersey.

Sprague, D., Codella, P. (2009): Integrated Marketing in the Digital World.

Blanchard, O. (2011): Social Media ROI. Managing and Measuring Social media Efforts in Your Organization. Indiana.