2013/2014
KAN-BCM_BC57 Advanced Project Work
| English Title |
| Advanced Project
Work |
|
|
| 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 |
- Mogens Bjerre - Department of Marketing (Marketing)
- Torsten Ringberg - Department of Marketing
(Marketing)
|
| Main academic
disciplines |
|
|
|
Last updated on
05-08-2013
|
| Learning objectives |
The advanced project work is based on
the ideas behind an advertising campaign, whose purpose is to
achieve:
- A clear demonstration of its effect
- A better understanding of the essential role these campaigns
play in marketing communication.
- A more in-depth analysis, improved methods for the assessment
of advertising campaigns.
|
| Examination |
|
Advanced
Project Work:
|
| Examination form |
Oral exam based on written product
In order to participate in the oral exam, the written product
must be handed in before the oral exam; by the set deadline. The
grade is based on an overall assessment of the written product and
the individual oral performance. |
| Individual or group exam |
Group exam, max. 5 students in the
group |
|
The oral exam is individual |
| Size of written product |
Max. 15 pages |
| Assignment type |
Project |
| Duration |
Written product to be submitted on specified date and
time.
20 min. per student, including examiners' discussion of grade,
and informing plus explaining the grade |
| Preparation time |
No preparation |
| Grading scale |
7-step scale |
| Examiner(s) |
Internal examiner and external examiner |
| Exam period |
Spring Term |
| Aids allowed to bring to the exam |
Closed Book |
| Make-up exam/re-exam |
Same examination form as the ordinary
exam
|
|
| Course content and
structure |
|
Aim of the course
The course aims to train the application of the students’
knowledge of marketing communication and branding theories to the
real world of branding and communications strategies and execution.
This is done by applying the adopted frames of reference to real
life cases.
Contents
The students will work for various businesses and depending on
their needs either be involved in a marketing plan or advertising
case-writing. The students are formed into teams, each of which is
have to analyze, describe, and document a brand strategy or
advertising campaign.
Each team is allowed a half hour coaching session with faculty
midway through the assignment.
The written case-stories (20-25 pages) are handed in in June and
is the basis for the individual oral examination also in June.
Course Progression
The case study content depends on the company’s size, profile, and
industry. It is a dynamic hands-on learning process that is based
as much on academic insights as on acumen to deal with real-life
challenges during information gathering, analysis and
write-up.
|
| Teaching methods |
| The students will be given a lesson
in “how to write a case-story”. The advanced project work will be
prepared in groups of around 6-10 students. Each group is allowed a
half-hour coaching session with faculty halfway through the
assignment. The written case-stories (20-25 A4 pages) are handed in
(June) and form the basis for an oral exam of the group
(June). |
| Expected literature |
|
Adverting Works, IPA cases, NTC Publications, 2005
Reklamen til Eksamen 1-10, udgivet af DRRB
|
Last updated on
05-08-2013
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