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2016/2017  KAN-CCMVI2049U  Integrated Marketing Communications

English Title
Integrated Marketing Communications

Course information
Language English
Course ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration Summer
Start time of the course Summer
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 80
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Course instructor - Dr. Maxwell Winchester, Discipline Leader, Marketing, Victoria University, mwi.msc@cbs.dk
    Sven Bislev - Department of Management, Society and Communication (MSC)
In case of any academic questions related to the course, please contact the course instructor or the academic director, Sven Bislev at sb.ikl@cbs.dk
Main academic disciplines
  • Marketing
Last updated on 29/05/2017
Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors:
  • Compare and contrast the strong and weak theories of marketing communications
  • Devise effective marketing strategies and programmes
  • Formulate appropriate marketing communications strategies to practical business objectives
  • Distinguish and justify different creative and media execution
  • Evaluate a company’s marketing and promotional programme
Course prerequisites
Introductory Marketing Course
Examination
Integrated Marketing Communications:
Exam ECTS 7.5
Examination form Home assignment - written product
Individual or group exam Individual exam
Size of written product Max. 10 pages
Assignment type Written assignment
Duration 72 hours to prepare
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period Summer, Ordinary exam: End of July - beginning of August 2017.

Retake exam: End of September - beginning of October 2017.

3rd attempt (2nd retake) exam: End November - beginning of December 2017.

Exam schedule is available on http://www.cbs.dk/summer http:/​/​www.cbs.dk/​uddannelse/​summer-university-programme/​exam.
Make-up exam/re-exam
Same examination form as the ordinary exam
Home project assignment, new exam question
Course content and structure

This interdisciplinary course offers an opportunity for the student to critically consider common approaches to integrated marketing communications in light of empirical evidence. The course is aimed at developing managerial decision making skills in all aspects of promotion.  Topics covered include: strategy development and implementation in advertising, personal selling, public relations, and price promotions.

 

Class 1: Communication Theories and Marketing Comms 

Class 2: Marketing Comms and Consumer Behaviour

Class 3: Marketing Comms Strategy & Planning

Class 4: Marketing Comms Positioning and Objectives

Class 5: Creative and Execution

Class 6: Promotions Mix 1: Advertising

feedback activity: Case study

Class 7: Implications: Promotions Mix 2: PR, Sponsorship & Personal Selling

Class 8: Implications: Promotions Mix 3: Direct Marketing, Exhibitions, Packaging and Sales Promotions

Class 9: Implications: Media Planning

Class 10: Implications: Budgeting, Industry Regulation and Promotions Evaluation 

Class 11: Ethics in Marketing Comms and Comprehensive
Overview
Teaching methods
This is a course where learners are responsible for managing their own time in completing prescribed reading, undertaking further research and completing assessment tasks. Students are expected to participate in practical problem solving sessions, usually through team work in class, and through case study analysis. For every classroom-based contact hour it is expected that students will undertake another two hours of self-directed work.
Student workload
Preliminary assignment 10 hours
Classroom attendance 33 hours
Preparation 144 hours
Feedback activity 7 hours
Examination 12 hours
Further Information

Preliminary Assignment: To help students get maximum value from ISUP courses, instructors provide a reading or a small number of readings or video clips to be read or viewed before the start of classes with a related task scheduled for class 1 in order to 'jump-start' the learning process.

 

Feedback Activity: A feedback activity defined by the course instructor will take place approx. half-way through the course.

 

Course timetable is available on http://www.cbs.dk/uddannelse/summer-university-programme/courses.
Expected literature

Fill, Chris & Turnbull, Sarah. (2016). Marketing Communications: Discovery, Creation & Conversations. Pearson.
Last updated on 29/05/2017