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2020/2021  KAN-CCMVI2049U  Integrated Marketing Communications

English Title
Integrated Marketing Communications

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration Summer
Start time of the course Summer
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
  • Maxwell Winchester - Department of International Economics, Goverment and Business (EGB)
For academic questions related to the course, please contact instructor Maxwell Winchester at mw.egb@cbs.dk
Main academic disciplines
  • Customer behaviour
  • Communication
  • Marketing
Teaching methods
  • Online teaching
Last updated on 27/04/2021

Relevant links

Learning objectives
To achieve the grade 12, students should meet the following learing objectives with no or only minor mistakes or errors:
  • Compare and contrast the strong and weak theories of marketing communications
  • Devise effective marketing strategies and programmes
  • Formulate appropriate marketing communications strategies to practical business objectives
  • Distinguish and justify different creative and media execution
  • Evaluate a company's marketing and promotional programme
Course prerequisites
Introductory Marketing Course; completed Bachelor degree or equivalent
Integrated Marketing Communications:
Exam ECTS 7.5
Examination form Home assignment - written product
Individual or group exam Individual exam
Size of written product Max. 15 pages
Assignment type Project
Duration Written product to be submitted on specified date and time.
Grading scale 7-point grading scale
Examiner(s) One internal examiner
Exam period Summer, Summer, Ordinary exam: Home Assignment: 22 June-30 July 2021. Please note that exam will start on the first teaching day and will run in parallel with the course.
Retake exam: Home Assignment: 72-hour home assignment: 27-30 September 2021 – for all ISUP courses simultaneously
3rd attempt (2nd retake) exam: 72-hour home assignment: 22–25 November 2021 – for all ISUP courses simultaneously
Make-up exam/re-exam
Same examination form as the ordinary exam
Retake exam: 72-hour home project assignment, max. 10 pages, new exam question.

Exam form for 3rd attempt (2nd retake): 72-hour home project assignment, max. 10 pages, new exam question.
Course content, structure and pedagogical approach

This interdisplinary course offers an opportunity for the student to critically consider common approaches to integrated marketing communications in light of empirical evidence. The course is aimed at developing managerial decision making skills in all aspects of promotion. Topics covered include: strategy development and implementation in advertising, personal selling, public relations, and price promotions.


Preliminary assignment: Written submission
Class 1: Introduction to IMC and Communication Models 
Class 2: IMC and Consumer Behaviour
Class 3: IMC Strategy & Planning
Class 4: IMC Objectives, Positioning & Creative Implementation
Class 5: IMC: A Definition & Traditional Media
Class 6: Advertising, Public Relations and Sponsorship
Feedback activity: Multiple Choice Test
Class 7: Sales Promotions, Brand Placement & Packaging
Placement, packaging & Exhibitions 
Class 8: Interactive Media
Class 9: Media Planning
Class 10: Financial Resources, Agency Structures and Evaluation
Class 11: Ethics in IMC
Description of the teaching methods
This year all courses are taught digitally over the Internet. Instructors will apply direct/live teaching through a link (like Skype, Team, Zoom). In some courses, pre-recorded material will also be used.
Feedback during the teaching period
Feedback activity will consist of an on line test to be taken after class 6.

Home Project Assignments/mini projects are based on a research question (problem formulation) formulated by the students individually. Approval deadline will be defined by the instructor. Hand-in of the problem formulation directly to the instructor by the 3rd teaching week. .
Student workload
Preliminary assignment 20 hours
Classroom attendance 33 hours
Preparation 126 hours
Feedback activity 7 hours
Examination 20 hours
Further Information

Preliminary Assignment: To help students get maximum value from ISUP courses, instructors provide a reading or a small number of readings or video clips to be read or viewed before the start of classes with a related task scheduled for class 1 in order to 'jump-start' the learning process.


Course timetable will be available on http://www.cbs.dk/uddannelse/summer-university-programme/courses


We reserve the right to cancel the course if we do not get enough applications. This will be communicated on https://www.cbs.dk/uddannelse/international-summer-university-programme-isup/courses-and-exams in March 2021.

Expected literature

Mandatory readings:


Winchester, M., Ling, P., Stochhi, L., Lwin, M., Shin, W. & Kang, H.  (2019): Integrated Marketing Communication: A balanced approach. Oxford University Press: Melbourne, Chapters 1, 2 & 3.


Jones, J.P. (1990): Advertising: strong force or weak force? Two views an ocean apart. International Journal of Advertising, 9(3), 233-246.


Ehrenberg, A, Barnard, N., Kennidy, R. & Bloom, H. (2002): Brand advertising as creative publicity. Journal of Advertising Research, 42(4), 7-18.



Additional relevant readings:


Additional journal paper readings and case studies will be provided in CANVAS on a class by class basis.



Last updated on 27/04/2021