MRK 3503 Marketing Communication
Even the best products and services don't sell themselves. To create and sustain demand, marketers need to communicate with their customers, consumers, and other stakeholders. This course provides students with an introduction to contemporary marketing communication and prepares them to successfully navigate today's cluttered and ever-evolving communication environment. We will explore topics linked to strategic planning (e.g., insight, positioning, media and creative strategy, measurement) and tactical execution, and also consider the psychological foundations of marketing communication. Throughout the course, students will get to analyze, develop, and evaluate marketing communication strategies and executions.
By the end of the course, students should be able to:
- explain key concepts and theories in marketing communication as well as the structure of the contemporary marketing communication industry
- distinguish well-planned and well-executed marketing communication from unexceptional communication
- describe and contrast different communication channels and their features and uses
After finishing the course, the student should be able to:
- critically analyze and evaluate marketing communication strategies and executions
- apply relevant insights and theory to optimize marketing communication strategies and executions
- develop effective marketing communication strategy and execution
- present a communication plan or campaign to an audience
- The student can work with others in a team
- The student can consider sustainability issues related to marketing communication
The topics below are exemplary and subject to change.
- Psychological models of how marketing communications work
- The structure of the marketing communication industry
- Developing a communication plan
- Budgeting considerations
- Determining communication objectives
- Generating and leveraging insights
- Integrating marketing communications
- Measuring impact
- Media strategy
- Creative strategy
- Message strategies and execution
- Multisensory marketing communication
- Persuasion tactics
The course combines lectures and various individual and group assignments (both in-class and out-of-class).
In course delivery as online courses, lecturer will, in collaboration with the student administration, organize an appropriate course implementation, combining different learning activities and digital elements on the learning platform. Online students are also offered a study guide that will contribute to progression and overview. Total recommended time spent for completing the course also applies here.
Deviations in teaching and exams may occur if external conditions or unforeseen events call for this.
|Exam category||Weight||Invigilation||Duration||Grouping||Comment exam|
Form of assessment:
Examination when next scheduled course
|Form of assessment:||Written submission|
|Exam code:||MRK 35031|
|Resit:||Examination when next scheduled course|
Prepare for teaching
Student's own work with learning resources
Group work / Assignments
A course of 1 ECTS credit corresponds to a workload of 26-30 hours. Therefore a course of 7,5 ECTS credit corresponds to a workload of at least 200 hours.