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2014/2015  KAN-CBCMU1002U  Marketing Communication

English Title
Marketing Communication

Course information

Language English
Course ECTS 7.5 ECTS
Type Mandatory
Level Full Degree Master
Duration One Quarter
Course period Autumn
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Sine Nørholm Just - Department of Business and Politics (DBP)
Main academic disciplines
  • Communication
  • Marketing
Last updated on 08-07-2014
Learning objectives
At the end of the course the student is expected to be able to:
  • Discuss the relationship between a specific marketing communication campaign and broader marketing/branding strategies based on the theories of the course.
  • Identify and detail target audience(s) and objectives for a given marketing communication campaign and discuss their appropriateness based on theories covered in the course.
  • Identify and describe relevant media for a given campaign and explain why they are relevant based on the covered material.
  • Select relevant marketing communication disciplines and tools and explain their relevance through theoretical frameworks covered in the course.
  • Select relevant media and theoretically substantiate how media choice best aligns with characteristics of target groups’ preferences.
  • Explain and evaluate the effectiveness of elements within a marketing communication campaign based on the covered evaluation tools.
  • Construct a professional marketing communication budget based on the covered material.
Marketing Communication:
Exam ECTS 7,5
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.
The course takes its starting point in the marketing process in order for students to understand the 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 according to various media groups, e.g.:
·         print advertising,
·         broadcast media advertising,
·         direct marketing and 1-to-1 marketing,
·         use of digital media in 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 08-07-2014