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2018/2019  KAN-CBCMO1002U  Marketing Communication

English Title
Marketing Communication

Course information

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
  • Boris Uzelac - Department of Marketing (Marketing)
Main academic disciplines
  • Communication
  • Marketing
Teaching methods
  • Blended learning
Last updated on 06-08-2018

Relevant links

Learning objectives
  • Define and compare various theoretical perspectives and concepts covered in the course.
  • Explain and discuss the practical applicability of the various theoretical perspectives and concepts.
  • Drawing on various theoretical perspectives and concepts, independently establish a framework for analysing and developing marketing communication strategies and initiatives.
  • Discuss the relationship between a specific practical problem of marketing communication and broader marketing/branding strategies by means of an established framework.
  • Present a solution to a particular practical problem that is grounded in theoretical perspectives covered in the course.
  • Follow academic conventions of written presentation.
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 for performing situation analysis and developing marketing communication actions that will contribute to building strong brands.
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 communications 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.

Description of the 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 learning 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.
The course is highly interactive, both online and offline, with a corresponding expectation that students engage in these interactions.
Feedback during the teaching period
Students will be working independently with a case throughout the course, and they will receive in-class feedback on their work, just as written feedback will be given.
The feedback will be both student- and teacher-driven.
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.
Where relevant and necessary, the text book will be supplemented by research based articles; these will be announced in the course guide.

Last updated on 06-08-2018