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2011/2012  KAN-MCM_MC50  Marketing Communication

English Title
Marketing Communication

Course Information

Language English
Point 7,5 ECTS (225 SAT)
Type Mandatory
Level Full Degree Master
Duration One Semester
Course Period Autumn
Time Table Please see course schedule at e-Campus
Study Board
Study Board for MSc in Economics and Business Administration
Course Coordinator
  • Suzanne C. Beckmann - Department of Marketing
Main Category of the Course
  • Marketing
Last updated on 29 maj 2012
Learning Objectives
At the end of the course the student is expected to be able to:
  • Understand and describe key characteristics of key marketing communications media
  • Identify relevant media for a given marketing strategy and argue for the relevance of this choice
  • Align media choice with characteristics of target groups
  • Critically assess the value and relevance of marketing communication tools in relation to their practical application
  • Identify and select the elements which compromise a marketing communication programme and the means by which their effectiveness can be assessed
  • Be able to build a marketing communication budget
  • Reflect incisively and critically over the underlying causes of the phenomena being studied
  • Relate the tools, concepts and models presented in this course to others they are familiar with from other courses
  • Synthesise and deduce new models that can be used to predict phenomena relevant to the study of marketing communication
Marketing Communication:
Assessment Written Exam
Marking Scale 7-step scale
Censorship No censorship
Exam Period Autumn Term
Aids Open Book, Written and Electronic Aid is permitted
Duration 4 Hours
Individual 4 hour written exam (all written and technical aids are allowed at the exam). The exact week, date and time of the exam will be announced later. The regular exam will take place in December.The make-up/re-exam will take place in March. Make-up/re-exams require registration
Course Content

Aims and Objectives
The aim of the course is to present students with the necessary tools to perform situation analysis and planning for developing marketing communication actions that will contribute to building strong brands.

The course takes its starting point in the marketing process in order for students to understand the basic strategic marketing actions that form the basis of the marketing communication concentration. The course will present students with the analytical concepts and tools to evaluate media and communication budgets, to evaluate the various media groups:
print advertising,
broadcast media advertising,
direct marketing and 1-to-1 marketing,
use of websites and other electronic media for marketing communication.
The course discusses all aspects of planning such as situation analysis, understanding the communication process, setting of objectives and budgeting, understanding and evaluating the media, media planning, combining media and messages for integrated marketing communications and measuring the effectiveness of the advertising programme.

Course progression
The course forms the basis on which Marketing Communication Planning and Research and Positioning and Creative Strategies for Integrated Marketing Communication build. By addressing communication with customers and consumers, it supplements the course Corporate Communication which covers communication with other stakeholder groups.

Teaching Methods
The teaching takes place in large classes and consists of a mixture of dialog-based lectures, discussions, presentations, assignments and topical case studies. The course will also include a number of practitioners as guest speakers.

De Pelsmacker, Geunes & Von den Bergh: Marketing Communications – A European Prospective, Financial Times / Prentice