2013/2014 KAN-CM_SU81 Integrated Marketing Communications
English Title | |
Integrated Marketing Communications |
Course information |
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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
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Course coordinator | |
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Main academic disciplines | |
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Last updated on 22-07-2013 |
Learning objectives | |||||||||||||||||||||||
At the end of the course students
should be able to:
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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. |
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Examination | |||||||||||||||||||||||
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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.
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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. |
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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). |