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2014/2015  KAN-CKOMO1062U  Marketing Campaigns - Managing communication campaigns

English Title
Marketing Campaigns - Managing communication campaigns

Course information
Language English
Course ECTS 15 ECTS
Type Mandatory
Level Full Degree Master
Duration One Semester
Course period Spring
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for BSc/MSc in Business Administration and Organizational Communication, MSc
Course coordinator
  • Fabian Csaba - MSC
Main academic disciplines
  • Communication
  • Marketing
  • Organization
Last updated on 03-07-2014
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
Examination
Marketing Campaigns - Managing communication campaigns:
Exam ECTS 15
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
Duration
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 (cases and live case) 50 hours
Exam 142 hours
Total 412 hours
Expected literature
Bilton, C. (2009), “Relocating creativity in advertising. From asthetic specialization to strategic integration.” in Andy C. Pratt and Paul Jeffcutt. Creativity, innovation and the cultural economy, London: Routledge, 25-40.

Christensen, L.T., A. F. Firat and J. Cornelissen (2009) "New tensions and challenges in integrated communications", Corporate Communications: An International Journal, Vol. 14 Iss: 2, 207 - 219

Cornelissen, J. (2011). Corporate Communication. A Guide to Theory and Practice. London: Sage.

Court, D et al. (2012) “Measuring marketing’s worth”, McKinsey Quarterly (May), 1-7.

Edelman, D.  & Salsberg, B. (2010), “Beyond Paid Media: Marketing’s New Vocabulary”. McKinsey Quarterly, November, 1-8.Eiberg, K. et al. (eds.) (2013) Markedskommunikation i praksis. København: Samfundslitteratur.

Goldenberg, J. & Mazursky (2007), “Advertising Creativity: Balancing Surprise and Regularity”, Chapter 18 in Tellis, G. & Ambler, T., The Sage Handbook of Advertising. London: Sage Publications, 283-299

Grant, Ian & Charlotte McLeod (2007), “Advertising agency planning – conceptualizing network relationships”, Journal of Marketing Management, 23:5-6, 425-442.

Grabher, Gernot (2002) The Project Ecology of Advertising: Tasks, Talents & Teams. Regional Studies. 36:3, 245-262.
Hackley, C. (2010a), Advertising and promotion. An integrated marketing communications approach. London: Sage (chapter 4), 95-133.
Hackley, C. (2010b). “Theorizing advertising: Managerial, scientific and cultural approaches”. In The Sage handbook of marketing theory, Edited by: Maclaran, P., Saren, M., Stern, B.B. and Tadajewski, London: Sage. 89–106.
Hackley, C. (2010c), “Advertising Research”. Chapter 9 in Advertising and promotion. An integrated marketing communications approach. London: Sage, 255-284.

Hackley, C. (2003) “From Consumer Insight to Advertising Strategy: The Account Planners Integrative Role in Creative Advertising Development. Marketing Intelligence and Planning, Vol. 21, Issue 7, 442-452 

Hackley, C. & A.J. Kover (2007), “The trouble with creatives: Negotiating creative identity in advertising agencies.”International Journal of Advertising, 26(1), 63–78
Holm, O (2006),"Integrated marketing communication: from tactics to strategy", Corporate Communications: An International Journal, Vol. 11 Iss: 1 pp. 23 – 33.
Holt, D. B. (1995). How Consumers Consume: A Typology of Consumption. Journal of Consumer Research, 22(1), 1-16. (recommended)

Kapferer, Jean-Nöel (2012) “Managing global brands”, Chapter 17 in The New Strategic Brand Management: Advanced Insights and Strategic Thinking. London: Kogan Page, 405-438.

Malefyt, Timothy De Waal (2013) “Celebrity status, names and ideas in the advertising award system”, in Moeran, B. & Christensen, B. T. (eds), Exploring Creativity. Cambridge: Cambridge University Press, 191-210.

McLeod, C. et al. (2011), “Pot Noodles, Placements and Peer Regard: Creative Career Trajectories and Communities of Practice in the British Advertising Industry”. British Journal of Management, Vol. 22, 114–131

Moss, Danny (2011), "Strategy-Making and Planning in the Communications Context." In Public Relations: A Managerial Perspective (2011): 111.

Nyilasy, G., & Reid, L. N. (2009). “Agency and practitioners perspectives on how advertising works”. Journal of Advertising, 38(3), 81-96

Park, Hyun-Soo, et al. (2012), “Marketing's accountability and internal legitimacy: Implications for firm performance”, Journal of Business Research, Volume 65, Issue 11, November, 1576-1582

Sachs, Marylee (2013), What the New Breed of CMOs Know that You Don’t, Farnham: Gower, 1-10 & 133-138.

Storey, Richard & Edith Smith (2007), “The Creative Brief and its Strategic Role in the Campaign Development Process”, Chapter 11 in Tellis, G. & Ambler, T., The Sage Handbook of Advertising. London: Sage Publications, 171-183.

Turow, Joseph (2013), “How Should We Think About Audience Power in the Digital Age?” in Valdivia, Angharad N. and Scharrer, Erica. The International Encyclopedia of Media Studies: Media Effects/Media Psychology. 1-24.

Verhoef, Peter & Leeflang, Peter (2009) “Understanding the Marketing Departments Influence within the Firm”. Journal of Marketing, vol. 73, 14-37

Visconti, Luca & M. Ucok-Hughes (2012) “Segmentation and Targeting Reloaded” in Penaloza, Toulouse & Visconti (ed.) Marketing Management: A Cultural Perspective. 955-314

Waller, D.S. (2004), “Developing an account-management lifecycle for advertising agency-client relationships”, Marketing Intelligence & Planning, Vol. 22 Iss: 1, 95 – 112.

West, D., Caruana, A., & Leelapanyalert, K. (2013). “What Makes Win, Place, or Show? Judging Creativity in Advertising at Award Shows”. Journal of Advertising Research, 53(3), 1-23.
 
Cases
 
The Pepsi Refresh Project: A Thirst for Change
Michael I. Norton; Jill Avery
English PDF | 512018-PDF-ENG              
 
MINI USA: Finding a New Advertising Agency (A)
David B. Godes
English PDF | 508041-PDF-ENG              
 
Vestas' World of Wind
Thomas Steenburgh; Elena Corsi
English PDF | 511121-PDF-ENG              
 
Sephora Direct: Investing in Social Media, Video, and Mobile
Elie Ofek; Alison Berkley Wagonfeld                           
English PDF | 511137-PDF-ENG
 
Clearblue pregnancy test
Douglas Holt & Douglas Cameron (2010)
in Cultural Strategy. 195-219 (in compendium)
 
HP: The Computer is Personal Again
Rajiv Lal; Catherine Ross
English PDF | 509010-PDF-ENG                                    
 
MINI USA: Finding a New Advertising Agency (B)
David B. Godes
English PDF | 508042-PDF-ENG•                                  
 
The Ford Fiesta
John Deighton; Leora Kornfeld
English PDF | 511117-PDF-ENG            
Last updated on 03-07-2014