English   Danish

2012/2013  KAN-BCM_BC57  Advanced Project Work

English Title
Advanced Project Work

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
  • Mogens Bjerre - Department of Marketing
  • Torsten Ringberg - Department of Marketing
Main Category of the Course
  • Marketing
Last updated on 09-07-2012
Learning objectives
The advanced project work is based on the ideas behind an advertising campaign, whose purpose is to achieve:
  • A clear demonstration of its effect
  • A better understanding of the essential role these campaigns play in marketing communication.
  • A more in-depth analysis, improved methods for the assessment of advertising campaigns.
Examination
Advanced Project Work:
Type of test Oral with Written Assignment
Marking scale 7-step scale
Second examiner External examiner
Exam period Spring Term
Aids Please, see the detailed regulations below
Duration 20 Minutes
The project (max. 25 pages) is written in groups of around 6-10 students and is followed by an individual oral exam (20 min. pr. student). In Spring the students are given a lesson in ”how to write a case story”. Each group is allowed a half-hour coaching session with faculty halfway through the assignment. 3 copies of the paper should be handed in to the administration. The assessment is a total evaluation of the project and the oral exam. If, for some reason, a student wishes to leave a group, s/he should be aware that s/he cannot expect to join another group during the regular exam period. The regular exam takes place in June. The make-up/re-exam requires registration and will take place in August/September. If the student was ill during the exam period a new project must be handed in to a new deadline in August announced by the programme administrator. If the student did not pass the regular exam, a new or revised project, cf. advice for the examiner from the regular exam, must be handed in to a new deadline in August announced by the programme administrator. The make-up/re-exam report can be written individually or in groups (provided that other students are taking the make-up/re-exam
Examination
Individual oral exam based on written case-project
Course content

Aim of the course
The course aims to train the application of the students’ knowledge of marketing communication and branding theories to the real world of branding and communications strategies and execution. This is done by applying the adopted frames of reference to real life cases.
 
Contents
The students will work for various businesses and depending on their needs either be involved in a marketing plan or advertising case-writing. The students are formed into teams, each of which is have to analyze, describe, and document a brand strategy or advertising campaign.
Each team is allowed a half hour coaching session with faculty midway through the assignment.
The written case-stories (20-25 pages) are handed in in June and is the basis for the individual oral examination also in June.
 
Course Progression
The case study content depends on the company’s size, profile, and industry. It is a dynamic hands-on learning process that is based as much on academic insights as on acumen to deal with real-life challenges during information gathering, analysis and write-up. 
 
Teaching methods
The students will be given a lesson in “how to write a case-story”. The advanced project work will be prepared in groups of around 6-10 students. Each group is allowed a half-hour coaching session with faculty halfway through the assignment. The written case-stories (20-25 A4 pages) are handed in (June) and form the basis for an oral exam of the group (June).
Expected literature

Adverting Works, IPA cases, NTC Publications, 2005
Reklamen til Eksamen 1-10, udgivet af DRRB
Last updated on 09-07-2012