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2012/2013  KAN-BCM_BC56  Positioning and Creative Strategies for Integrated Marketing Communication

English Title
Positioning and Creative Strategies for Integrated Marketing Communication

Course information

Language English
Exam ECTS 7.5 ECTS
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
  • Torsten Ringberg - Department of Marketing
Main Category of the Course
  • Marketing
Last updated on 09-07-2012
Positioning and Creative Strategies for Integrated Marketing Communication:
Type of test Home Assignment
Marking scale 7-step scale
Second examiner No second examiner
Exam period Spring Term
Aids Please, see the detailed regulations below
Duration Please, see the detailed regulations below
The exam consists of an individual written project (max. 10 standard pages). There is no supervision for the writing of this work. 2 copies of the paper should be handed in to the administrotion. Students who have been accepted into the programme are automatically registered for the exam. The regular exam will take place in April/ May. The make-up/re-exam will take place in August/September. Make-up/re-exams require registration.
The examination will be an individual project exam that emphasises the student’s understanding of the integrated communication planning process, and its practical applications.
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, by visiting professor Larry Percy, one of the authors of the textbook used for the course.
Expected literature

Larry Percy and Richard Elliott (2012). Strategic Advertising Management, Oxford University Press
Text: "Advertising Communication and Promotion Management" by John Rossiter and Larry Percy, 2nd edition, McGraw Hill 2000

Last updated on 09-07-2012