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2012/2013  KAN-CM_SU81  Integrated Marketing Communications (Intensive)

English Title
Integrated Marketing Communications (Intensive)

Course information

Language English
Exam ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration Summer
Course period Summer
6 week course (3 weeks of classes, 3 weeks of exam). NOTE: The course schedule is at the moment ONLY available at www.cbs.dk/summer
Time Table Please see course schedule at e-Campus
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Faculty - Jorge Ramon Pedroza, ITESM (former)
    Patricia Plackett - Department of Operations Management
Main Category of the Course
  • Marketing
Last updated on 23-04-2012
Learning objectives
At the end of the course students should be able to:
  • Develop integrated marketing communication campaigns for all types of brands
  • Evaluate the effects of current marketing communication campaigns
  • Create and apply original concepts to convey the meaning of a brand to a diversified mix of audiences
  • Organize the function of marketing communications for all types of companies
  • Assess the social and economic impact of marketing communication campaigns
Introduction to Marketing or equivalent
Integrated Marketing Communications
Project/Home Assignment (written individually), 15 A4 pages:
Type of test Home Assignment
Marking scale 7-step scale
Second examiner No second examiner
Exam period Summer Term
Aids Please, see the detailed regulations below
Duration Please, see the detailed regulations below

Project/Home Assignment (written individually), 15 A4 pages

Course content
The marketing communication concept
Theories of marketing communication
Analysis of stakeholders
Social and economic impact of marketing communications
The marketing communication industry
The function of marketing communication
Budgeting for marketing communication
Marketing communication strategies
Creative techniques
Sales promotion
Public relations
Direct marketing
Personal selling
Internet marketing
Mobile marketing communication
Trade Shows
Channel marketing communication
Product placement
Field marketing
Internal marketing communications
International marketing communication
Evaluation of marketing communication
The future of marketing communication
The course’s development of personal competences:
Ability to communicate at the personal level as well as using mediated communication tools
Capabilities to analyze and understand human behavior at the individual, social and mass levels
Innovative thinking to apply creativity to the development of new concepts and tools to communicate with customers
Honesty to better communication with customers based on trust and truth
Teaching methods
The course combines lectures, case analysis and discussion, learning dynamics and textbook reading.

Lectures will complement the content of the textbook, as recent developments in the field and current news will be reviewed.

Cases will be selected for presentation and discussion in class. Students are expected to read the cases in preparation for the final exam.

Several learning dynamics will be conducted in class, these are techniques commonly used in the marketing communication industry to develop creative concepts, train media spokespersons, and elaborate telemarketing scripts, for example. Through these exercises the students learn how to develop specific applications of course concepts.

Textbook readings will be assigned for each session; students are expected to come to class fully prepared to answer questions about the assigned material.

Final examination will be based on the textbook and the cases.

Expected literature
Required Reading:
Egan, John, Marketing Communication, Thomson, 2007, ISBN 978-1-84480-121-3
Suggested Readings:
Heineken N.V.: Global Branding and Advertising. Quelch, John A. Case No. 9-596-015. Published 10/11/1995, Revised 01/05/1998. Harvard Business School Publishing, (13 pages).
Philip Morris: Marlboro Friday (A). Silk, Alvin J.; Isaacson, Bruce. Case No. 9-596-001. Published 09/19/1995, Revised 12/22/1997. Harvard Business School Publishing, (20 pages).
Meloche Monnex. Wathieu, Luc; Morris, Kevin. Case No. 9-504-008. Published 07/07/2003, Revised 08/14/2003. Harvard Business School Publishing, (16 pages).
The New Beetle. Color Case. Lal, Rajiv; Pal, Nilanjana R. Case No. 9-501-023. Published 09/11/2000, Revised 06/26/2002. Harvard Business School Publishing, (30 pages).
L'Oreal of Paris: Bringing "Class to Mass" with Plenitude. Color Case. Dolan, Robert J. Case No. 9-598-056. Published 10/23/1997, Harvard Business School Publishing, (37 pages).
BMWFilms. Moon, Youngme; Herman, Kerry. Case No. 9-502-046. Published 02/11/2002, Revised 10/12/2005. Harvard Business School Publishing, (26 pages).
Customer Value Measurement at Nortel Networks -- Optical Networks Division. Narayandas, Das. Case No. 9-501-050. Published 02/13/2001, Revised 04/02/2001. Harvard Business School Publishing, (25 pages).
Hitting the Wall: Nike and International Labor Practices. Spar, Debora; Burns, Jennifer. Case No. 9-700-047. Published 01/19/2000, Revised 09/06/2002. Harvard Business School Publishing, (23 pages).
KONE: The MonoSpace Launch in Germany. Narayandas, Das; Swartz, Gordon. Case No. 9-501-070. Published 05/21/2001, Revised 02/25/2005. Harvard Business School Publishing, (21 pages).
Real Madrid Club de Futbol. Quelch, John A.; Nueno, Jose Luis; Knoop, Carin-Isabel. Case No. 9-504-063. Published 04/27/2004, Revised 06/28/2007. Harvard Business School Publishing, (24 pages).
Last updated on 23-04-2012