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2010/2011  KAN-MCM_MC53  Positioning and Creative Strategies for Integrated Marketing Communication

English Title
Positioning and Creative Strategies for Integrated Marketing Communication

Course Information

Language English
Point 7,5 ECTS (225 SAT)
Type Mandatory
Level Full Degree Master
Duration One Semester
Course Period Spring
Time Table Please see course schedule at e-Campus
Study Board
Study Board for MSc in Economics and Business Administration
Course Coordinator
Anne Martensen
Main Category of the Course
  • Marketing
Last updated on 29 maj 2012
Marking Scale 7-step scale
Exam Period Spring Term
The exam consists of an individual written project (max. 10 A4 pages). 3 weeks will be given to write the project. There is no supervision for the writing of this work. 2 copies of the paper should be handed in to the secretariat. The exam is internal and the assessment will be made by a teacher, cf. the General Degree Regulation § 25, S. (1). Students who have been accepted into the programme are automatically registered for the exam. The regular exam will take place in May 2011. The make-up/re-exam will take place in August 2011. Make-up/re-exams require registration. The project make-up/re-exam can be written individually or in groups (provided that other students are taking the exam)
The examination will be an individual project exam that emphasises the student’s understanding of the integrated communication planning process, and its practical applications.
Prerequisites for Attending the Exam
Course Content

Aim of the course
It is the purpose of the class to introduce the student to the theory and strategy involved in the development of communication plans and the creation of effective advertising and promotion. Emphasis will be on integrated marketing communication.

In the class, different means of communication, applicable for the marketing manager are introduced. The formulation of marketing objectives and budgets is discussed, and target audience identification and definition are dealt with. Here, specific models for targeting are introduced, and in this connection, modelling and formulation of communication objectives and positioning strategies are covered. Different strategies are dealt with, in terms of methodologies for generating creative ideas. Creative execution tactics under various conditions of brand involvement and brand awareness are described, and communication content and attention getting strategies are covered. The integrated communication strategy is discussed from a corporate and brand identity point of view, and the role of promotional strategies evaluated. Although, the role of media strategy, media planning, and communication research and evaluation is dealt with, in relation to the overall integrated communication strategy approach.

Teaching Methods
The course is given in lecture form with cases and classwork, primarily by visiting professor Larry Percy, one of the authors of the textbook used for the course.

Larry Percy and Richard Elliott (2005). Strategic Advertising Management, Oxford University Press
Text: "Advertising Communication and Promotion Management" by John Rossiter and Larry Percy, 2nd edition, McGraw Hill 2000
Selected Papers, available in the bookstore, prior to the start of the class.