2014/2015
KAN-CBCMU1002U Marketing Communication
| English Title |
| Marketing
Communication |
|
|
| 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 |
|
|
|
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.
|
| Examination |
|
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.
Contents
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
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