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2020/2021 KAN-CBCMO1002U Marketing Communication
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| Marketing Communication |
Course information |
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| Language | English |
| Course ECTS | 7.5 ECTS |
| Type | Mandatory |
| Level | Full Degree Master |
| Duration | One Quarter |
| Start time of the course | Autumn, First Quarter |
| Timetable | Course schedule will be posted at calendar.cbs.dk |
| Study board |
Study Board for MSc in Economics and Business
Administration
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| Last updated on 26-06-2020 | |
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| Learning objectives | ||||||||||||||||||||||||
| Marketing communications strategy is developed by
companies to communicate the voice and the story of the brands to
consumers for achieving the marketing objectives. These
communications translate the value proposition of the company into
compelling brand narratives that can create, maintain, or modify
brand image in the minds of the consumers.
The brand narratives are delivered to consumers through a variety of channels including advertising, digital marketing, personal selling, public relations, sales promotions, and other promotional tools. Moreover, consumers also share their brand narratives with each other through word of mouth and social media. The ultimate goal of companies is to increase consumer engagement, which will eventually be reflected in increased sales through developing and disseminating relevant brand communications. At the end of the course, the successful student will be able to:
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Marketing Communication is changing constantly, as the world is increasingly dynamic. The widespread diffusion of social media and the loss of message content control makes it increasingly difficult for the firm to manage information received by the marketplace. Consumers’ experiences can and do become viral in their communications with just few keystrokes. Further, the traditional marketing communications are also widely used and those basic marketing tools are not to be neglected.
Because of the changing nature of marketplace communication and customer dynamics, this course is designed to expose you to what is going on today in Marketing Communications and to make you think about what the future might look like. An important goal is to provide you with a tool kit and perspectives for thinking that you can take forward in your careers and further develop with your own professional learning. It will cover topics in the utilities of mission of a marketing communication, to whom the communication is addressed, what story to be communicated, where and how the story will be delivered as well as how much will be spent on marketing communications and how the impact of the marketing communications will be assessed.
The course first introduces the concept of Strategic Communication. Then, it delves deeper into the concept of Marketing Communication. In line with this, the content of this course is divided into three main learning modules:
Module 1: Strategic Intent
This module covers the mission and the market for the marketing communications strategy of a brand.
Module 2: Strategic Execution
This module introduces the process of crafting the strategic marketing communications for a brand. It covers what message to be delivered and how the message will be delivered through the use of different media within the marketing communications strategy of a brand.
Module 3: Strategic Impact
This module reviews the methods of measuring and interpreting the impact of the strategic marketing communications of a brand. It covers typical approaches of assessing how much money will be spent and how the impact of the marketing communications will be measured for a brand.
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| Description of the teaching methods | ||||||||||||||||||||||||
| The course uses blended learning as a teaching
method. Blended learning creates a powerful learning environment
for students, which we intend to use to its fullest potential.
Accordingly, teaching method includes combination of online
material with lectures, individual and group work, and discussions.
The course is highly interactive with a corresponding expectation that students engage in these interactions. |
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| Feedback during the teaching period | ||||||||||||||||||||||||
| Feedback will be provided as part of the teaching
in the form of oral and written dialogue between students and the
teacher. Feedback is both teacher and student driven. Students will
meet with the teacher for 2 times during the term to get feedback
about the Marketing Communication Plan. It will also be possible to
receive ongoing feedback from the teacher regarding the different
parts of the Marketing Communication Plan that the students will
independently work throughout the course.
At the end of the course, it will also be possible to receive feedback on the exam papers in written format and related to the performance of the student compared to the learning objectives. |
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As reference course books, the course will use:
*For students who have some background knowledge in marketing and marketing communications: Marketing Communications Objectives, Strategy, Tactics by John R. Rossiter, Larry Percy, and Lars Bergkvist, Sage Publications Ltd. * For students who do not have any background knowledge in marketing and marketing communications: Advertising and Integrated Brand Promotion by Thomas O'Guinn, Chris Allen, Angeline Close Scheinbaum, and Richard J. Semenik, Cengage Learning.
However, these books will only to be used as reference books to topics discussed in class. The discussions and course material will not be limited to only the reference course books.
More readings and case studies will be assigned during the term. Since, the course is in blended learning format, students will receive online materials to watch and listen, articles/cases to read before/after lectures to support the topics discussed in lectures.
As supplementary material, there are several books that provide useful perspectives and ideas on marketing communications like Contagious, Why Things Catch On by Jonah Berger and Made to Stick: Why Some Ideas Survive and Some Die by Chip Heath and Dan Heath. More suggestions will be provided to students during the term.
For some web resources related with marketing communications, students can refer to: www.adage.com; www.adweek.com; www.gettyimages.com. |
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