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2015/2016  KAN-CCMVV1686U  Marketing Communication Planning and Research

English Title
Marketing Communication Planning and Research

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration One Quarter
Start time of the course Third Quarter
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 80
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Marcus Schmidt - Department of Marketing (Marketing)
Kontaktinformation: https:/​/​e-campus.dk/​studium/​kontakt eller Contact information: https:/​/​e-campus.dk/​studium/​kontakt
Main academic disciplines
  • Marketing
Last updated on 02-03-2015
Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors: After attending Marketing Communication Planning and Research the students should:
• Possess a thorough understanding of consumer decision processes on the B-t-C market for products and services
• Be able to detect major competitors and realize their current and future marketing strategies
• Be able to identify appropriate consumer segments and new target markets on the B-t-C market
• Understand how to collect and analyze relevant qualitative and quantitative market research data
• Be able to comprehend the basic ingredients of a successful advertising and branding strategy including product positioning and marketing communication
• Understand how to best allocate the marketing budget given the limitation of company resources

The objective is to present students with qualitative and quantitative concepts and tools from the marketing, promotion and communication research disciplines and to train students in performing situation analysis and developing appropriate management decisions. The specific objectives are based on the students ability after the course to master the following theories and to demonstrate how to build sustainable brand equity:
  • Integrated communication
  • Branding, brand equity and umbrella branding
  • Target segmentation
  • Advertising and promotion essentials
  • Advertising and campaign research
  • Media planning and budgeting (marketing metrics)
  • Sales promotion and public relation
  • Direct marketing
  • Point of sales communication
  • Personal selling and B-t-B communication
  • E-communication and social media communication strategies
  • Sponsorship • Ethical issues and sustainability in marketing communication
Course prerequisites
Undergraduate courses in Marketing and Micro Economics.
Marketing Communication Planning and Research:
Exam ECTS 7,5
Examination form Home assignment - written product
Individual or group exam Individual
Size of written product Max. 15 pages
Assignment type Project
Duration Written product to be submitted on specified date and time.
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period Spring
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content and structure

The course takes its starting point in the marketing and communication research process and teaches qualitative and quantitative tools that are applicable in the field of marketing and communication research. The course deals with basic issues in market research that applies in the work of advertising and branding decisions, such as tests of brand positions and campaign effectiveness with the aim to build sustainable brand equity. The course teaches methods and concepts in communication and advertising and brand equity. It provides students with hands-on practice in applying research data and analysis to communication decisions. New developments like social media communication are covered as are latest developments within online market target strategies.

Teaching methods
Class lectures and case discussions
Expected literature


  • De Pelsmacker, Patrick, Maggie Geuens and Joeri Van den Bergh, Marketing Communication – A European Perspective, 4. Edition, Pearson 2010.
  • A book on marketing and advertising communication cases (European Edition) TBA
  • A compendium of relevant academic articles from leading international journals
Last updated on 02-03-2015