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2014/2015  KAN-CBCMU1006U  Positioning and Creative Strategies for Integrated Marketing Communication

English Title
Positioning and Creative Strategies for Integrated Marketing Communication

Course information

Language English
Course ECTS 7.5 ECTS
Type Mandatory
Level Full Degree Master
Duration One Quarter
Course period Spring
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Torsten Ringberg - Department of Marketing (Marketing)
Main academic disciplines
  • Marketing
Last updated on 10-09-2014
Learning objectives
At the end of the course the student is expected to be able to:
  • Identify and optimize the message components within an advert or other brand communication that influence the match/resonance between target audience preferences and communicative initiatives.
  • Describe how advertisements' positioning strategy and communication tactics influence the effectiveness of a brand’s marketing communication.
  • Explain why an advert is likely be in/effective based on neuroscience and psychology theories.
  • Identify the creative elements in an advert and other brand communications that facilitate/limit attention to and learning of the message.
  • Evaluate the strengths and weaknesses of a brand’s advertising campaign.
Positioning and Creative Strategies for Integrated 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 Written assignment
Duration Written product to be submitted on specified date and time.
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period Spring Term
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content and structure

Aim of the course
It is the purpose of the class to introduce the student to the theory and strategy involved in the development of communication plans and the creation of effective advertising and promotion. Emphasis will be on integrated marketing communication.

In the class, different means of communication, applicable for the marketing manager are introduced. The formulation of marketing objectives and budgets is discussed, and target audience identification and definition are dealt with. Here, specific models for targeting are introduced, and in this connection, modelling and formulation of communication objectives and positioning strategies are covered. Different strategies are dealt with, in terms of methodologies for generating creative ideas. Creative execution tactics under various conditions of brand involvement and brand awareness are described, and communication content and attention getting strategies are covered. The integrated communication strategy is discussed from a corporate and brand identity point of view, and the role of promotional strategies evaluated. Although, the role of media strategy, media planning, and communication research and evaluation is dealt with, in relation to the overall integrated communication strategy approach.

Teaching methods
The course is given in lecture form with cases and classwork, by visiting professor Larry Percy, one of the authors of the textbook used for the course.
Expected literature

Larry Percy and Richard Elliott (2012). 4th edition, Strategic Advertising Management, Oxford University Press
Text: "Advertising Communication and Promotion Management" by John Rossiter and Larry Percy, 2nd edition, McGraw Hill 2000
+ several additional articles

Last updated on 10-09-2014