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2010/2011  KAN-MCM_MC56  Marketing Communication Planning and Research

English Title
Marketing Communication Planning and Research

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
Richard Jones
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. 15 A4 pages). There is no supervision for the writing of this work. 3 copies of the paper should be handed in to the secretariat. The deadline for timely submission will be announced by the line secretariat. The exam is external and assessment will be made by a teacher and an external censor, cf. the General Degree Regulation § 25, S, (2). Students who have been accepted into the programme are automatically registered for the exam. The regular exam will take place in April 2011 The make-up/re-exam takes place in June 2011
An individual mini project exam as a home assignment (15 pages).
Prerequisites for Attending the Exam
Course Content

Aim of the course
The aim of the course is to present students with quantitative concepts and tools from the marketing and communication research disciplines and to train them in performing situation analysis and developing marketing communication plans..

The course takes its starting point in the marketing research process and teaches basic quantitative and qualitative tools that are applicable in the field of marketing and communication research. This part of the course deals with basic issues in market research and with univariate and multivariate statistics that are applied in research work for advertising decisions such as cross tabulations, factor analysis and cluster analysis. The course also teaches methods and concepts in communication and advertising testing. The remaining part of the course consists in students’ active work in groups in order to train them in applying research data and analysis to communication decisions such as:
Situation analysis
Consumer analysis
Development of marketing and communication objectives
Budgeting decisions
Budget allocation decisions
Media decisions
Basic issues in creative briefing

Course progression
The course provides students with the opportunity to work actively and experimentally with concepts and models taught in Marketing Communication. It builds on Understanding the Consumer, part of Strategic Brand Management, in the sense that this course provides input to Consumer Analysis.

Teaching Methods
Lectures, student presentations, group discussions, case work & outside guest presentations.

Hair, Bush & Ortinau (2006). Marketing Research: Within a Changing Environment, 3rd Edition, McGraw-Hill. International Edition.
Kevin L. Keller (2008). Strategic Brand Management, Prentice Hall