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2010/2011  KAN-MCM_MC50  Marketing Communication

English Title
Marketing Communication

Course Information

Language English
Point 7,5 ECTS (225 SAT)
Type Mandatory
Level Full Degree Master
Duration One Semester
Course Period Autumn
Time Table Please see course schedule at e-Campus
Study Board
Study Board for MSc in Economics and Business Administration
Course Coordinator
Suzanne Beckmann
Main Category of the Course
  • Marketing
Last updated on 29 maj 2012
Marking Scale 7-step scale
Exam Period Autumn Term
Individual 4 hour written exam (all written and technical aids are allowed at the exam). Cf. The Regulations for written tests at CBS. The exact week, date and time of the exam will be announced later. The exam is internal and assessment will be made by a teacher alone, cf. the General Degree Regulation § 25, S. (1). The regular exam will take place in December 2010. The make-up/re-exam will take place in March 2011. Make-up/re-exams require registration
Prerequisites for Attending the Exam
Course Content

Aims and Objectives
The aim of the course is to present students with the necessary tools to perform situation analysis and planning for developing marketing communication actions that will contribute to building strong brands.

The course takes its starting point in the marketing process in order for students to understand the basic strategic marketing actions that form the basis of the marketing communication concentration. The course will present students with the analytical concepts and tools to evaluate media and communication budgets, to evaluate the various media groups:
print advertising,
broadcast media advertising,
direct marketing and 1-to-1 marketing,
use of websites and other electronic media for marketing communication.
The course discusses all aspects of planning such as situation analysis, understanding the communication process, setting of objectives and budgeting, understanding and evaluating the media, media planning, combining media and messages for integrated marketing communications and measuring the effectiveness of the advertising programme.

Course progression
The course forms the basis on which Marketing Communication Planning and Research and Positioning and Creative Strategies for Integrated Marketing Communication build. By addressing communication with customers and consumers, it supplements the course Corporate Communication which covers communication with other stakeholder groups.


De Pelsmacker, Geunes & Von den Bergh: Marketing Communications – A European Prospective, Financial Times / Prentice