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Learning objectives
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The student must demonstrate ability to:
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reflect upon campaigns (a) as an institution and form of organization in communication practice (b) and the different ways they are conceived across communication disciplines (PR, advertising, IMC, public communication e.g.)
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design, coordinate and implement effective communication campaigns (a) selecting, applying and linking relevant theories and methods (b) motivating choice of theories and methods
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identify and articulate campaign objectives (a) with reference to communication strategy (b) and corporate strategy
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carry out stakeholder analysis (a) identify relevant stakeholders (b) relate stakeholder interests and campaign purposes
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carry out market analysis, focusing on consumer insights (a) designing and conducting empirical studies (b) basing campaign proposals on empirical studies
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developing campaign proposal and plan for implementation, (a) identifying target audiences and communication strategies (b) select and apply relevant campaign targets
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consider central issues of campaign management, including (a) media strategy, (b) creative input (c) budgeting, (d) intercultural integration/adaptation/coordination, (e) sustainability and ethics, (f) campaign organization and coordination
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evaluate campaign effectiveness (a) choose, apply, and justify appropriate criteria of evaluation, (b) choose and justify relevant empirical data, (c) propose improvements of campaigns based on evaluations
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communicate results in a scientifically valid manner, including: (a) proper and consistent use of academic language, (b) correct use of references, (c) presenting all parts of the assignment in a coherent and well-argued manner
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Examination
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.
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Marketing Campaigns - Managing communication campaigns:
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Type of test
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Oral with Written Assignment
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Marking scale
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7-step scale
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Second examiner
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External examiner
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Exam period
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May/June
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Aids
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Without preparation
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Duration
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20 Minutes
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Individual oral examination based on written assignment carried out in groups of 3-5 students. The written assignment is based on a given case and consists of evaluation of existing campaign and proposition of a new one. - Duration of written assignment: 5 working days
- Length of written assignment: max. 25 standard pages
- Oral exam: 20 minutes (including marking)
- Illness/retake: as regular exam
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Course content
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Course content
The course examines various theories and methods relating to communication campaigns. Different types and genres of communication campaigns (e.g. advertising, PR, social media campaigns, public communication and integrated campaigns) are introduced. The course follows the process of campaign planning and execution, introducing both campaign strategies and tactics. Furthermore the course focuses on organizational elements of campaigning, such as project management and staffing, as well as functions and institutions, such as the role advertising agencies and corporate communication departments. Finally, the course has a methodological emphasis on quantitative and qualitative methods for analyzing stakeholders and markets as well as evaluating campaigns. The methodological part consists of theoretical and hands-on elements of field work and data analysis.
Teaching methods
The teaching of the course consists of lectures, seminars, and workshops. Furthermore, students will be introduced to fieldwork. Guest lecturer will introduce and discuss contexts, organization, processes and outcomes of campaigns. A voluntary strategy game will be introduced (and participation encouraged) to explore and simulate practical campaign development and coordination.
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Teaching methods
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Lectures, seminars (case), workshops (methodology)
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Student workload
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Lectures
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24
hours
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Seminars
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24
hours
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Workshops
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10
hours
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Preparation
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162
hours
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Assignments
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50
hours
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Exam
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142
hours
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Total
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412
hours
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Expected literature
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- Arnould, Eric J. & Epp, Amber (2006). Deep Engagement with Consumer Experience: Listening and Learning with Qualitative Data. The Handbook of Marketing Research. Available online through CBS Library http://sage-ereference.com/view/hdbk_mktgresearch/n4.xml
- Cornelissen, J. (2008). Corporate Communication: A Guide to Theory and Practice. London, UK: Sage.
- Dahlen, M., Lange, F. & Smith, T. (2010). Marketing Communications. A Brand Narrative Approach. New York: Wiley.
- Myers, M.D. (2009). Qualitative research in Business & Management. London, UK: Sage publications.
- Ouwersloot, H., Duncan, T. (2008). Integrated Marketing Communications. New York: McGrawHill.
- Proctor, T. (2005). Essentials of Marketing Research. 4. ed., FT Press.
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- Tench, R. and Yeomans, L. (2009) Exploring Public Relations 2nd edition. London: Pearson Education/Financial Times
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