2016/2017
KAN-CBCMO1006U Positioning and Creative Strategies for
Integrated Marketing Communication
| English Title |
| Positioning and Creative Strategies
for Integrated Marketing Communication |
|
|
| Language |
English |
| Course ECTS |
7.5 ECTS |
| Type |
Mandatory |
| Level |
Full Degree Master |
| Duration |
One Quarter |
| Start time of the course |
Spring |
| Timetable |
Course schedule will be posted at
calendar.cbs.dk |
| Study board |
Study Board for MSc in Economics and Business
Administration
|
| Course
coordinator |
- Anne Martensen - Department of Marketing
(Marketing)
|
| 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:
- 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.
|
| Examination |
|
Positioning
and Creative Strategies for Integrated 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 |
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 |
| 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.
Contents
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. |
| Student workload |
| Lectures |
33 hours |
| Readings and preparation for the exam |
173 hours |
|
| 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
06-07-2016
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