2024/2025 KAN-CCMVI2049U Integrated Marketing Communications
English Title | |
Integrated Marketing Communications |
Course information |
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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 |
Min. participants | 30 |
Max. participants | 60 |
Study board |
Study Board for cand.merc. and GMA (CM)
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Course coordinator | |
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For academic questions related to the course, please contact course responsible Milena Micevski (mmic.marktg@cbs.dk). | |
Main academic disciplines | |
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Teaching methods | |
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Last updated on 07/11/2024 |
Relevant links |
Learning objectives | ||||||||||||||||||||||||||
To achieve the grade 12, students should meet the
following learing objectives with no or only minor mistakes or
errors:
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Course prerequisites | ||||||||||||||||||||||||||
Introductory Marketing Course; completed Bachelor degree or equivalent | ||||||||||||||||||||||||||
Examination | ||||||||||||||||||||||||||
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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
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Description of the teaching methods | ||||||||||||||||||||||||||
The course is designed to be highly interactive and build upon principles of active learning. Students are expected to comment on readings, lead discussions, and are invited to do group exercises throughout the course. | ||||||||||||||||||||||||||
Feedback during the teaching period | ||||||||||||||||||||||||||
Feedback activity will consist of an online test
to be taken after class 6.
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Student workload | ||||||||||||||||||||||||||
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Further Information | ||||||||||||||||||||||||||
3-weeks course that cannot be combined with other courses.
Preliminary Assignment: The course coordinator uploads Preliminary Assignment on Canvas at the end of May. It is expected that students participate as it will be included in the final exam, but the assignment is without independent assessment and grading.
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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. ( https://libsearch.cbs.dk/permalink/45KBDK_CBS/1ei00tb/alma999943748905765)Links to an external site. 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.
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