2013/2014
KAN-BCM_BC52 Marketing Communication
| English Title |
| Marketing
Communication |
|
|
| Language |
English |
| Exam ECTS |
7.5 ECTS |
| Type |
Mandatory |
| Level |
Full Degree Master |
| Duration |
One Quarter |
| 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 |
- Sine Nørholm Just - Department of Business and Politics
(DBP)
- Torsten Ringberg - Department of Marketing
(Marketing)
|
| Main academic
disciplines |
|
|
|
Last updated on
02-07-2013
|
| Learning objectives |
At the end of the course the student
is expected to be able to:
- Identify and explain the key characteristics of marketing
communications media based on theories covered in the course.
- Identify and describe relevant media for a given marketing
strategy and explain why they are relevant based on the covered
material.
- Identify and theoretically substantiate how a media choice best
aligns with characteristics of target groups’ preferences based on
covered material.
- Explain and evaluate the effectiveness of elements within a
marketing communication programme based on the covered tools.
- Construct a professional marketing communication budget based
on the covered material in the course.
- Explain, through relevant theoretical frameworks covered in the
course, the relevance of specific marketing communication tools in
relation to their practical applications.
|
| Examination |
|
Marketing
Communication:
|
| Examination form |
Home assignment - written product |
| Individual or group exam |
Individual |
| Size of written product |
Max. 10 pages |
| Assignment type |
Case based assignment |
| Duration |
72 hours to prepare |
| Grading scale |
7-step scale |
| Examiner(s) |
One internal examiner |
| Exam period |
Autumn Term |
| Make-up exam/re-exam |
Same examination form as the ordinary exam
The same as the ordinary
exam.
|
|
| Course content and
structure |
|
Aims and Objectives
This course presents students with the necessary tools to perform
situation analysis and planning for developing marketing
communication actions that will contribute to building strong
brands.
Contents
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
programme. 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 Positioning and Creative
Strategies for Integrated Marketing Communication is build.
|
| Teaching methods |
| The teaching takes place in large
classes and consists of a mixture of dialogue-based lectures,
discussions, presentations, assignments and topical case studies.
The course will also include a number of practitioners as guest
speakers. |
| Expected literature |
|
Text book: De Pelsmacker, Geunes & Von den Bergh: Marketing
Communications – A European Prospective, Financial Times / Prentice
Research based articles will comprise the primary texts of the
course; these will be announced in the lecture
plan.
|
Last updated on
02-07-2013
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