2016/2017
KAN-CBCMO1002U Marketing Communication
| English Title |
| Marketing
Communication |
|
|
| Language |
English |
| Course ECTS |
7.5 ECTS |
| Type |
Mandatory |
| Level |
Full Degree Master |
| Duration |
One Quarter |
| Start time of the course |
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
06-07-2016
|
| Learning objectives |
To achieve the grade 12, students
should meet the following learning objectives with no or only minor
mistakes or errors: 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.
- 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 as well as the selected disciplines and tools.
- 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 exam |
| 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 |
| Make-up exam/re-exam |
Same examination form as the ordinary
exam
|
|
| Course content and
structure |
|
The course introduces students to theoretical and practical
approaches to Marketing Communication (MC). Special emphasis is
placed on current technological and social developments in order to
understand their implications for MC. The goal is to integrate
theory and practice so as to provide for better and more effective
marketing communication.
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 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 MC
programme.
Course progression
The course forms the basis on which Positioning and Creative
Strategies for Integrated Marketing Communication is
build.
|
| Teaching methods |
The course uses blended learning:
that is, we combine online material and lectures with in-class
discussions and workshops. Blended learning (the mix of online and
offline platforms) creates a powerful leaning environment for
students, which we intend to use to its fullest potential.
The course consists of online lectures and materials, case
discussions, and online/offline case-based and general discussions,
and online peer graded assignments. The class is highly interactive
both online and offline with a corresponding expectation that
students engage in these interactions. |
| Student workload |
| Teaching |
30 hours |
| Preparation |
126 hours |
| Exam |
50 hours |
|
| Expected literature |
|
Text book: Gulbrandsen, I. T. & S. N. Just (2016):
Strategizing Communication – Theory and Practice.
Frederiksberg: Samfundslitteratur.
Research based articles will comprise the primary texts of the
course; these will be announced in the lecture
plan.
|
Last updated on
06-07-2016
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