2015/2016 KAN-CKOMO1062U Marketing Campaigns - Managing communication campaigns
English Title | |
Marketing Campaigns - Managing communication campaigns |
Course information |
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Language | English |
Course ECTS | 15 ECTS |
Type | Mandatory offered as elective |
Level | Full Degree Master |
Duration | One Semester |
Start time of the course | Spring |
Timetable | Course schedule will be posted at calendar.cbs.dk |
Study board |
Study Board for BSc/MSc in Business Administration and
Organizational Communication, MSc
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Course coordinator | |
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Main academic disciplines | |
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Last updated on 10-12-2015 |
Learning objectives | |||||||||||||||||||||||||||||
To achieve the grade 12, students
should meet the following learning objectives with no or only minor
mistakes or errors: The student must demonstrate ability to:
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Examination | |||||||||||||||||||||||||||||
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Course content and structure | |||||||||||||||||||||||||||||
Course content
� The course examines various types of communication campaigns (in terms of e.g. objectives, openness and level of engagement, media, sector), while exploring trends towards convergence and more agile, interactive, precisely targeted, cross media, content-driven approaches anchored in digital media. The course places particular emphasis on the actors at various levels and organizational arrangements behind campaigns, (marcom) departmental authority and mandate, client-agency relations, affiliation of professionals to communities of practice and peer networks, audience and customer or other stakeholder groups, account teams and project groups whether organizations (such as advertising agencies, marketing and corporate communication departments, media providers), groups (account teams, consumer or activities) and professionals (CMOs, account managers, account planners, creative workers, digital and media specialists) . � Finally, the course has a
methodological component focusing on the one hand
qualitative methods for generating insights into target consumers
and audience responses to inform creative development as well
as quantitative methods of data gathering for
tracking and documenting the impact of campaigns. The
methodological part consists of theoretical and hands-on elements
of field work and data analysis.
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Teaching methods | |||||||||||||||||||||||||||||
Lectures, seminars (case), live case pitch-assignment, workshops (methodology) | |||||||||||||||||||||||||||||
Student workload | |||||||||||||||||||||||||||||
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Expected literature | |||||||||||||||||||||||||||||
Textbook: Hackley, C. & A.R. Hackley (2014), Advertising and promotion. An integrated marketing communications approach. London: Sage.
Readings: Bilton, C. (2009), “Relocating creativity in advertising. From
asthetic specialization to strategic integration.” in Andy C. Pratt
and Paul Jeffcutt. Creativity, innovation and the cultural
economy, London: Routledge, 25-40.
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Course information |
|
Language | English |
Course ECTS | 15 ECTS |
Type | Mandatory offered as elective |
Level | Full Degree Master |
Duration | One Semester |
Start time of the course | Spring |
Timetable | Course schedule will be posted at calendar.cbs.dk |
Study board |
Study Board for BSc/MSc in Business Administration and
Organizational Communication, MSc
|
Course coordinator | |
|
|
Main academic disciplines | |
|
|
Last updated on 10-12-2015 |