English   Danish

2013/2014  KAN-BCM_BC52  Marketing Communication

English Title
Marketing Communication

Course information

Language English
Exam ECTS 7.5 ECTS
Type Mandatory
Level Full Degree Master
Duration One Quarter
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
  • Sine Nørholm Just - Department of Business and Politics (DBP)
  • Torsten Ringberg - Department of Marketing (Marketing)
Main academic disciplines
  • Communication
  • Marketing
Last updated on 02-07-2013
Learning objectives
At the end of the course the student is expected to be able to:
  • Identify and explain the key characteristics of marketing communications media based on theories covered in the course.
  • Identify and describe relevant media for a given marketing strategy and explain why they are relevant based on the covered material.
  • Identify and theoretically substantiate how a media choice best aligns with characteristics of target groups’ preferences based on covered material.
  • Explain and evaluate the effectiveness of elements within a marketing communication programme based on the covered tools.
  • Construct a professional marketing communication budget based on the covered material in the course.
  • Explain, through relevant theoretical frameworks covered in the course, the relevance of specific marketing communication tools in relation to their practical applications.
Marketing Communication:
Examination form Home assignment - written product
Individual or group exam Individual
Size of written product Max. 10 pages
Assignment type Case based assignment
Duration 72 hours to prepare
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period Autumn Term
Make-up exam/re-exam
Same examination form as the ordinary exam
The same as the ordinary exam.
Course content and structure

Aims and Objectives
This course presents 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 programme. 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 Positioning and Creative Strategies for Integrated Marketing Communication is build.  

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

Text book: De Pelsmacker, Geunes & Von den Bergh: Marketing Communications – A European Prospective, Financial Times / Prentice
Research based articles will comprise the primary texts of the course; these will be announced in the lecture plan.

Last updated on 02-07-2013