English   Danish

2013/2014  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 Quarter
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 (Marketing)
  • Torsten Ringberg - Department of Marketing (Marketing)
Main academic disciplines
  • Marketing
Last updated on 05-08-2013
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.
Advanced Project Work:
Examination form Oral exam based on written product

In order to participate in the oral exam, the written product must be handed in before the oral exam; by the set deadline. The grade is based on an overall assessment of the written product and the individual oral performance.
Individual or group exam Group exam, max. 5 students in the group
The oral exam is individual
Size of written product Max. 15 pages
Assignment type Project
Written product to be submitted on specified date and time.
20 min. per student, including examiners' discussion of grade, and informing plus explaining the grade
Preparation time No preparation
Grading scale 7-step scale
Examiner(s) Internal examiner and external examiner
Exam period Spring Term
Aids allowed to bring to the exam Closed Book
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content and structure

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.
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 05-08-2013