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2014/2015  KAN-CCMVI2002U  Advertising and marketing communications

English Title
Advertising and marketing communications

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration Summer
Course period Summer
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Course instructor - Dr. Lars Bergkvist, University of Nottingham Ningbo China
    Patricia Plackett - Department of Operations Management (OM)
Main academic disciplines
  • Communication
  • Management
  • Marketing
Last updated on 30-04-2015
Learning objectives
At the end of the course the student should be able to:
  • Explain the purposes of advertising and other forms of markteing communications and their strategical significance for the firm or organization.
  • Explain how consumers process and respond to advertising.
  • Outline the difference between traditional and non-traditional advertising and their respective strengths and weaknesses.
  • Outline commonly used advertising tactics and execution formats and their respective strengths and weaknesses.
  • Apply this knowledge in the management of advertising campaigns.
Course prerequisites
Introduction to Marketing/Marketing Principles.
Useful background: Consumer Behaviour
Prerequisites for registering for the exam
Number of mandatory activities: 1
Compulsory assignments (assessed approved/not approved)
Mandatory Mid-term Assignment: Assignment involving two questions to be answered in Class 6.
4-hours written exam:
Exam ECTS 7,5
Examination form Written sit-in exam
Individual or group exam Individual
Assignment type Written assignment
Duration 4 hours
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period Summer Term
Aids allowed to bring to the exam Limited aids, see the list below and the exam plan/guidelines for further information:
  • Allowed dictionaries
Make-up exam/re-exam
Same examination form as the ordinary exam
If the number of registered candidates for the make-up examination/re-take examination warrants that it may most appropriately be held as an oral examination, the programme office will inform the students that the make-up examination/re-take examination will be held as an oral examination instead.
Course content and structure

Advertising and marketing communications are the most visible parts of marketing and an important part of most marketing strategies. The annual investments in advertising globally, particularly in consumer products markets, run into billions of dollars. Thus, it is essential for any student aiming for a career in marketing to understand how advertising works and how to plan advertising campaigns. There are also a number of specialized careers in marketing in media agencies, advertising agencies, and market research that require extensive knowledge of advertising.


This course provides a comprehensive overview of advertising and marketing communications techniques, including the Internet and social media options. It offers an in-depth view of how consumers process and are influenced by advertising, and gives students the tools that they need to plan and evaluate marketing communications campaigns. The perspective taken in the course is mainly that of the marketing manager. This means that the focus is on strategic planning and the evaluation of campaign and media pitches from suppliers such as advertising and media agencies.


For the Preliminary Assignment, students will be asked to prepare the case “California Milk Advisory Board: Real California Cheese,” which comes with the textbook assigned for the course, and to hand in a brief report (max. two pages) in which they answer six study questions. For the Mid-Term Assignment there will be two short-answer questions based on the first seven chapters of the textbook.


Class Schedule

Class Topic
Class 1

Introduction; the Role of Advertising in the Marketing Process

Preliminary Assignment
Class 2

A Company Strategic Perspective: Key Communication Decisions

Class 3

Campaign Planning; Integrated Marketing Communications

& The Communication Process

Class 4 Communication Objectives and Budgeting
Class 5 Message factors; Special cases and new forms of advertising
Class 6

Creative Strategy

Mandatory Mid-term Assignment
Class 7 Media strategy; Advertising Research
Class 8 Non-traditional advertising
Class 9 Internet Campaigns and Social Media; Sales promotions
Class 10

International Advertising

Class 11 Comprehensive Review
Teaching methods
This course will be made up of a mixture of lectures, case discussions, and discussions of current advertising topics.
Further Information

Preliminary Assignment: To help students get maximum value from ISUP courses, instructors provide a reading or a small number of readings or video clips to be read or viewed before the start of classes with a related task scheduled for class 1 in order to 'jump-start' the learning process.


The timetable will be available on http://www.cbs.dk/uddannelse/summer-university-programme/courses in end-December.

Expected literature


Belch, G. E., and M. A. Belch. Advertising and Promotion: An Integrated Marketing Communications Perspective. 9th Edition (Global Edition). New York: McGraw-Hill/Irwin, 2012.


Journal articles:

Bergkvist, Lars (2012), "The Flipside of the Sponsorship Coin: Negative Brand Effects of Sponsoring a Rival Team," Journal of Advertising Research, 52 (March), 65-73.


Bergkvist, Lars and John R. Rossiter (2008), "The Role of Ad Likability in Predicting an Ad's Campaign Performance," Journal of Advertising, 37 (Summer), 85-97.


Berthon, Pierre, Leyland Pitt, and Colin Campbell (2008), “Ad lib: When Customers Create the Ad,” California Management Review, 50 (Summer), 6-30.


Edelman, David C. (2010), “Branding in the Digital Age: You're Spending Your Money in All the Wrong Places,” Harvard Business Review, 88 (December), 62-69.


Eisend, Martin (2009), “A Meta-Analysis of Humor in Advertising,” Journal of the Academy of Marketing Science, 37 (June), 191-203.


Joachimsthaler, Erich, and David A. Aaker (1997), ”Building Brands Without Mass Media,” Harvard Business Review, 75 (January-February), 39-50.


Kaikati, Andrew M. and Jack G. Kaikati (2004), "Stealth Marketing: How to Reach Consumers Surreptitiously," California Management Review, 46 (Summer), 6-22.


Keller, Kevin Lane (2009), “Building Strong Brands in a Modern Marketing Communications Environment,” Journal of Marketing Communications, 15 (April-July), 139-55.


Keller, Kevin Lane, Brian Sternthal, and Alice Tybout (2002), “Three Questions You Need to Ask About Your Brand,” Harvard Business Review, 80 (September), 80-86.


Lee-Wingate, Sooyeon Nikki and Kim P. Corfman (2010), “A Little Something for Me and Maybe for You, Too: Promotions That Relieve Guilt,” Marketing Letters, 21 (December), 385-95.


Ludwig, Stephan, Ko de Ruyter, Mike Friedman, Elisabeth C. Brüggen, Martin Wetzels, and Gerard Pfann (2013), "More Than Words: The Influence of Affective Content and Linguistic Style Matches in Online Reviews on Conversion Rates," Journal of Marketing, 77 (January), 87-103.


McCracken, Grant (1989), "Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process," Journal of Consumer Research, 16 (December), 310-21.


Mittal, Banwari (1999), “The Advertising of Services: Meeting the Challenge of Intangibility,” Journal of Service Research, 2 (August), 98-116.


Naylor, Rebecca Walker, Cait Poynor Lamberton, and Patricia M. West (2012), "Beyond the "Like" Button: The Impact of Mere Virtual Presence on Brand Evaluations and Purchase Intentions in Social Media Settings," Journal of Marketing, 76 (November), 105-20.


Pashupati, Kartik (2009), “Beavers, Bubbles, Bees, and Moths: An Examination of Animated Spokescharacters in DTC Prescription-Drug Advertisements and Websites,” Journal of Advertising Research, 49 (September), 373-93.


Reichert, Tom, Michael S. LaTour, and John B. Ford (2011), “The Naked Truth: Revealing the Affinity for Graphic Sexual Appeals in Advertising,” Journal of Advertising Research, 51 (June), 436-48.


Rossiter, John R., Larry Percy, and Robert J. Donovan (1991), “A Better Advertising Planning Grid,” Journal of Advertising Research, 31 (October/November), 11-21.


Sethuraman, Raj, Gerard J. Tellis, and Richard A. Briesch (2011), "How Well Does Advertising Work? Generalizations from Meta-Analysis of Brand Advertising Elasticities," Journal of Marketing Research (June), 457-71.


Wilcox, Keith and Andrew Stephen (in press), "Are Close Friends the Enemy? Online Social Networks, Self-Esteem, and Self-Control," Forthcoming in the Journal of Consumer Research.

Last updated on 30-04-2015