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2013/2014  KAN-CM_SU81  Integrated Marketing Communications

English Title
Integrated Marketing Communications

Course information

Language English
Exam ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration Summer
Course period Summer
Please check www.cbs.dk/summer for the course schedule.
Time Table Please see course schedule at e-Campus
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Course instructor - Jorge Ramon Pedroza, ITESM (former)
    Patricia Plackett - Department of Operations Management (OM)
Main academic disciplines
  • Business Ethics, value based management and CSR
  • Communication
  • Marketing
Last updated on 22-07-2013
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
Course prerequisites
Introduction to Marketing or equivalent
Prerequisites for registering for the exam
Requirements about active class participation (assessed approved/not approved)
Mandatory Mid-term Assignment: Group presentation of one of the cases discussed in class.
4 hour written exam:
Examination form Written sit-in exam
Individual or group exam Individual
Assignment type Written assignment
Duration 4 hours
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period Summer Term
Aids allowed to bring to the exam Limited aids, see the list below and the exam plan/guidelines for further information:
  • Additional allowed aids
  • Allowed dictionaries
  • Books and compendia brought by the examinee
  • Notes brought by the examinee
Make-up exam/re-exam
Same examination form as the ordinary exam
If the number of registered candidates for the make-up examination/re-take examination warrants that it may most appropriately be held as an oral examination, the programme office will inform the students that the make-up examination/re-take examination will be held as an oral examination instead.
Description of the exam procedure
Dictionaries, textbook and notes are allowed. Students will be allowed to upload electronic files from USB BEFORE the exam
Course content and structure

This course aims to give the student a 360 degree perspective on marketing communication, using all available marketing communication tools for all the stakeholders of a brand or corporation.
Topics to be discussed include:
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.

Preliminary Assignment: To help students get maximum value from ISUP courses, instructors provide a reading or a small number of readings to be read before the start of classes with a related task or tasks in the first two classes in order to 'jump-start' the learning process. Prior to the beginning of the course the student is required to analyze the marketing communication strategy of a major global brand. This is a short one page essay in which the student evaluates specific messages used by the brand to reach specific audiences. An assessment of whether or not the campaign is achieving its purpose should be included.
This assignment serves the purpose to introduce the student to marketing communication campaigns based on its previous knowledge and judgment. At the end of the course this brief essay should be read again by the student to assess whether its perspective on marketing communication has changed as the result of the course activities and content.
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 22-07-2013