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2013/2014  KAN-CM_A206  Marketing Communication Planning and Research

English Title
Marketing Communication Planning and Research

Course information

Language English
Exam ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration One Quarter
Course period First Quarter, Third Quarter
Changes in course schedule may occur
Thursday 09.40-12.25, week 6-15, 17
Time Table Please see course schedule at e-Campus
Max. participants 80
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Torsten Ringberg - Department of Marketing (Marketing)
Administrator: Helle-Merete Hagedorn (hmh.marktg@cbs.dk)
Main academic disciplines
  • Marketing
Last updated on 23-10-2013
Learning objectives
The objective is to present students with quantitative and qualitative concepts and tools from the marketing and communication research disciplines and to train them in performing situation analysis and developing management decisions. The specific objectives are based on the students ability after the course to master the following theories and to demonstrate how to build sustainable Brand Equity:
  • Brand value chain – identify drivers and barriers in the branding process
  • CBBE-model – how to build Brand Equity
  • Qualitative and Quantitative research methods strengths and weaknesses •
  • Research Design enabling the students to solve a specific Branding issue
  • Maximixing the marketing effort though qualitative and quantitative tests prg.
  • Consumer analysis by quantitative an qualitative research prg.•
  • Market analysis – trends and positioning
  • Presentation of recommendations for how to enhance Brand Equity
Course prerequisites
Basic knowledge of Marketing, Communication and Market Analysis.
Individual project exam/home assignment.:
Examination form Home assignment - written product
Individual or group exam Individual
Size of written product Max. 15 pages
Assignment type Project
Duration 2 weeks to prepare
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period Autumn Term and Spring Term
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content and structure

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. The course deals with basic issues in market research that applies in the work of advertising and branding decisions, such as tests of brand positions and campaign effectiveness with the aim to build sustainable brand equity. The course teaches methods and concepts in communication and advertising testing and brand equity tracking analysis. It provides students with hands-on practice in applying research data and analysis to communication decisions such as

  • Situation analysis
  • Consumer analysis
  • Development of marketing and communication objectives
  • Budget allocation decisions
  • Development of a campaign research programme
  • Basic issues in creative briefing and how to build sustainable brand equity
Teaching methods
Expected literature
  • Hair, Bush & Ortinau (2006) Marketing Research: within a Changing Environment, 3rd ed. McGraw-Hill. Int. edition.
  • Tilde Heding, Charlotte F. Knudtzen & Mogens Bjerre, (2009) Brand Management. Research, Theory and Practice.
  • A compendium of relevant academic articles from leading international journals.


Other: A Brand with Power – Fuelling success in the Energy Sector – Written for DONG Energy and Millward Brown by Lotte Kaa Andersen.

First edition 2008. ISBN 978 87-992262 1-4.

Will be handed out by Søren Biune during the course to all students.

Last updated on 23-10-2013