2013/2014
KAN-BCM_BC56 Positioning and Creative Strategies for
Integrated Marketing Communication
English Title |
Positioning and Creative Strategies
for Integrated Marketing Communication |
|
Language |
English |
Exam ECTS |
7.5 ECTS |
Type |
Mandatory |
Level |
Full Degree Master |
Duration |
One Quarter |
Course period |
Spring |
Time Table |
Please see course schedule at e-Campus |
Study board |
Study Board for MSc in Economics and Business
Administration
|
Course
coordinator |
- Torsten Ringberg - Department of Marketing
(Marketing)
|
Main academic
disciplines |
|
Last updated on
02-07-2013
|
Learning objectives |
- Explain the importance of target audience resonance to create
effective communication, and identify the message components within
an advert or other brand communication that will facilitate/hinder
it.
- Identify and analyze how advertisements' positioning
strategy and communication tactics influence the effectiveness of a
brand’s marketing communication.
- Explain why an advert is likely be in/effective based on
neuroscience and psychology theories.
- Identify the creative elements in an advert and other brand
communications that facilitate/limit attention to and learning of
the message.
- Evaluate and explain the strengths and weaknesses of a brand’s
advertising campaign.
|
Examination |
Positioning
and Creative Strategies for Integrated Marketing
Communication:
|
Examination form |
Home assignment - written product |
Individual or group exam |
Individual |
Size of written product |
Max. 10 pages |
Assignment type |
Written assignment |
Duration |
2 weeks to prepare |
Grading scale |
7-step scale |
Examiner(s) |
One internal examiner |
Exam period |
Spring Term |
Make-up exam/re-exam |
Same examination form as the ordinary
exam
|
|
Course content and
structure |
Aim of the course
It is the purpose of the class to introduce the student to the
theory and strategy involved in the development of communication
plans and the creation of effective advertising and promotion.
Emphasis will be on integrated marketing communication.
Contents
In the class, different means of communication, applicable for the
marketing manager are introduced. The formulation of marketing
objectives and budgets is discussed, and target audience
identification and definition are dealt with. Here, specific models
for targeting are introduced, and in this connection, modelling and
formulation of communication objectives and positioning strategies
are covered. Different strategies are dealt with, in terms of
methodologies for generating creative ideas. Creative execution
tactics under various conditions of brand involvement and brand
awareness are described, and communication content and attention
getting strategies are covered. The integrated communication
strategy is discussed from a corporate and brand identity point of
view, and the role of promotional strategies evaluated. Although,
the role of media strategy, media planning, and communication
research and evaluation is dealt with, in relation to the overall
integrated communication strategy approach.
|
Teaching methods |
The course is given in lecture form
with cases and classwork, by visiting professor Larry Percy, one of
the authors of the textbook used for the course. |
Expected literature |
Larry Percy and Richard Elliott (2012). 4th edition, Strategic
Advertising Management, Oxford University Press
Text: "Advertising Communication and Promotion
Management" by John Rossiter and Larry Percy, 2nd edition,
McGraw Hill 2000
+ several additional articles
|
Last updated on
02-07-2013