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2025/2026  KAN-CGMAI3016U  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
Min. participants 30
Max. participants 60
Study board
Study Board for Governance, Law, Accounting & Management Analytics
Programme Master of Science (MSc) in Economics and Business Administration - General Management and Analytics (GMA)
Course coordinator
  • Milena Micevski - Department of Marketing (Marketing)
For academic questions related to the course, please contact course responsible Milena Micevski (mmic.marktg@cbs.dk).
Main academic disciplines
  • Consumer behaviour
  • Communication
  • Marketing
Teaching methods
  • Blended learning
Last updated on 03-11-2025

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 executions
  • Evaluate a company's marketing and promotional programme
Course prerequisites
Introductory Marketing Course; completed Bachelor degree or equivalent
Examination
Integrated Marketing Communications:
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 Project
Release of assignment The Assignment is released in Digital Exam (DE) at exam start
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, The exam assignment is written in parallel with the course.
Make-up exam/re-exam
Same examination form as the ordinary exam
1st retake : 72-hour home assignment, max. 10 pages.
If the number of registered candidates for the make-up examination/re-take examination warrants that it may most appropriately be held as an oral examination, the programme office will inform the students that the make-up examination/re-take examination will be held as an oral examination instead.
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
 
The course will cover topics such as:
 
  • Introduction to IMC and Communication Models 
  • IMC and Consumer Behaviour
  • IMC Strategy & Planning
  • IMC Objectives, Positioning & Creative Implementation
  • IMC: A Definition & Traditional Media
  • Advertising, Public Relations and Sponsorship
  • Sales Promotions, Brand Placement & Packaging
  • Placement, packaging & Exhibitions 
  • Interactive Media
  • Media Planning
  • Financial Resources, Agency Structures and Evaluation
  • Ethics in IMC
Research-based teaching
CBS’ programmes and teaching are research-based. The following types of research-based knowledge and research-like activities are included in this course:
Research-based knowledge
  • Classic and basic theory
  • New theory
  • Teacher’s own research
Research-like activities
  • Analysis
  • Discussion, critical reflection, modelling
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 will be provided from the teacher and through the duration of the course and students’ engagement in the group work.

Student workload
Preliminary assignment 20 hours
Classroom attendance 30 hours
Preparation 129 hours
Feedback activity 7 hours
Examination 20 hours
Further Information

This is an intensive 3-weeks course that cannot be combined with any other courses.

 

Precourse activity: The course coordinator uploads precourse activity 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.

 

 
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.

 

 
Last updated on 03-11-2025