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2013/2014  KAN-MACA  Marketing Campaigns - Managing communication campaigns

English Title
Marketing Campaigns - Managing communication campaigns

Course information

Language English
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 BSc/MSc in Business Administration and Organizational Communication, MSc
Course coordinator
  • Fabian Csaba - Department of Intercultural Communication and Management (ICM)
Main academic disciplines
  • Communication
  • Marketing
  • Organization
Last updated on 15-07-2013
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
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
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
  1. 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
  2. Cornelissen, J. (2008). Corporate Communication: A Guide to Theory and Practice. London, UK: Sage.
  3. Dahlen, M., Lange, F. & Smith, T. (2010). Marketing Communications. A Brand Narrative Approach. New York: Wiley.
  4. Myers, M.D. (2009). Qualitative research in Business & Management. London, UK: Sage publications.
  5. Ouwersloot, H., Duncan, T. (2008). Integrated Marketing Communications. New York: McGrawHill.
  6. Proctor, T. (2005). Essentials of Marketing Research. 4. ed., FT Press.
  8. Tench, R. and Yeomans, L. (2009) Exploring Public Relations 2nd edition. London: Pearson Education/Financial Times
Last updated on 15-07-2013