| Learning objectives |
The student must demonstrate ability
to:
- reflect upon campaigns (a) as an institution and form of
organization in communication practice (b) and the different ways
they are conceived across communication disciplines (PR,
advertising, IMC, public communication e.g.)
- design, coordinate and implement effective communication
campaigns (a) selecting, applying and linking relevant theories and
methods (b) motivating choice of theories and methods
- identify and articulate campaign objectives (a) with reference
to communication strategy (b) and corporate strategy
- carry out stakeholder analysis (a) identify relevant
stakeholders (b) relate stakeholder interests and campaign
purposes
- carry out market analysis, focusing on consumer insights (a)
designing and conducting empirical studies (b) basing campaign
proposals on empirical studies
- developing campaign proposal and plan for implementation, (a)
identifying target audiences and communication strategies (b)
select and apply relevant campaign targets
- consider central issues of campaign management, including (a)
media strategy, (b) creative input (c) budgeting, (d) intercultural
integration/adaptation/coordination, (e) sustainability and ethics,
(f) campaign organization and coordination
- evaluate campaign effectiveness (a) choose, apply, and justify
appropriate criteria of evaluation, (b) choose and justify relevant
empirical data, (c) propose improvements of campaigns based on
evaluations
- communicate results in a scientifically valid manner,
including: (a) proper and consistent use of academic language, (b)
correct use of references, (c) presenting all parts of the
assignment in a coherent and well-argued manner
|
| Examination |
|
Marketing
Campaigns - Managing communication campaigns:
|
| 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 |
|
Individual oral examination based on written
assignment carried out in groups of 3-5 students. The written
assignment is based on a given case and consists of evaluation of
existing campaign and proposition of a new one.
Duration of written assignment: 5 working days
Length of written assignment: max. 20 standard pages
Oral exam: 20 minutes (including marking)
Illness/retake: as regular exam |
| Size of written product |
Max. 20 pages |
|
If the Student writes alone, the length of
written assignment must be max. 12 standard pages. |
| Assignment type |
Written assignment |
| Duration |
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 |
Summer Term |
| Make-up exam/re-exam |
Same examination form as the ordinary exam
Re-take due to illness: A student,
who has attended the work of a previous handed in assignment, but
is ill at the ordinary oral exam, will attend the re-take with the
ordinary assignment. A student, who has not participated in the
work of a previous handed in assignment, must hand in a new
assignment before the oral exam. The date of the hand in is set by
the Study Secretariat.
If the student did not pass the ordinary exam, he/she must make a
new assignment and hand it in on a new deadline, specified by the
secretariat, before the
re-take.
|
|
| Course content and
structure |
Course content
The course examines various theories and methods relating
to communication campaigns. Different types and genres
of communication campaigns (e.g. advertising, PR, social
media campaigns, public communication and integrated
campaigns) are introduced. The course follows the process of
campaign planning and execution, introducing both campaign
strategies and tactics. Furthermore the course focuses on
organizational elements of campaigning, such as project management
and staffing, as well as functions and institutions, such as the
role advertising agencies and corporate communication departments.
Finally, the course has a methodological emphasis on quantitative
and qualitative methods for analyzing stakeholders and markets as
well as evaluating campaigns. The methodological part consists
of theoretical and hands-on elements of field work and data
analysis.
Teaching methods
The teaching of the course consists of lectures, seminars, and
workshops. Furthermore, students will be introduced to fieldwork.
Guest lecturer will introduce and discuss contexts, organization,
processes and outcomes of campaigns. A voluntary strategy game will
be introduced (and participation encouraged) to explore and
simulate practical campaign development and coordination. |
| Teaching methods |
| Lectures, seminars (case), workshops
(methodology) |
| Student workload |
| Lectures |
24 hours |
| Seminars |
24 hours |
| Workshops |
10 hours |
| Preparation |
162 hours |
| Assignments |
50 hours |
| Exam |
142 hours |
| Total |
412 hours |
|
| Expected literature |
- Arnould, Eric J. & Epp, Amber (2006). Deep Engagement
with Consumer Experience: Listening and Learning with Qualitative
Data. The Handbook of Marketing Research. Available online
through CBS Library
http://sage-ereference.com/view/hdbk_mktgresearch/n4.xml
- Cornelissen, J. (2008). Corporate Communication: A Guide to
Theory and Practice. London, UK: Sage.
- Dahlen, M., Lange, F. & Smith, T. (2010). Marketing
Communications. A Brand Narrative Approach. New York: Wiley.
- Myers, M.D. (2009). Qualitative research in Business &
Management. London, UK: Sage publications.
- Ouwersloot, H., Duncan, T. (2008). Integrated Marketing
Communications. New York: McGrawHill.
- Proctor, T. (2005). Essentials of Marketing Research.
4. ed., FT Press.
-
- Tench, R. and Yeomans, L. (2009) Exploring Public
Relations 2nd edition. London: Pearson
Education/Financial Times
|
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