PRK 3514 Integrated Market Communication
Marketing Communication as a discipline exists to implement marketing strategies, which in turn are made to realise an organization's strategies. In the course Integrated Marketing Communication, students will aquire basic knowledge about theory and models to hone skills related to successful planning of strategic effectuation of market communication. In addition students are expected to have knowledge about measuring effects and planning persuasive efforts.
On completion of the course, the student shall have acquired knowledge enabling him/her to discuss and explain constructs, models and important tools that are used by a company or agency in their work on integrated marketing communication. This implies knowledge within the following key areas:
- The planning process, the target group(s), characteristics of the product/service category, positioning of the brand in the consumers' minds, choice of message and design, and choice of suitable communication channels for successful integrated marketing communication
- The field of communication and how its principles can be applied in marketing communication.
- Psychology of consumer perception and the key factors that influence consumers, including knowledge about how the brain is made up, and how different stimuli created by the message are processed.
- Understanding of which measures are needed derived from the type of communication objectives the company has with respect to the target group(s), including the ability to distinguish between objectives related to awareness, knowledge, attitude, intention and behaviour.
- Measurement and assessment of the effect(s) of communication efforts in relation to the goals of that communication.
On completion of the course, the student shall be able to apply acquired knowledge when designing campaigns based on an integrated marketing communication plan. This implies abilities related to:
- The collection and analysis of relevant information enabling the student to develop a credible and feasible marketing communication plan, including the ability to demonstrate practical skills related to:
- Analysis and choice of target group(s),
- Choice of target groups based on different approaches to segmentation.
- Development of customer profiles within these target groups
- Category skills:
- Understanding the drivers of behaviour in different categories, where for example differences in dynamics between low and high involvement categories are essential knowledge.
- Development of communication principles for message choices and how they should be presented to the target groups.
- Communication channels:
- Choice of suitable integrated solutions based on a cost/benefit evaluation
- Methods for assessment of effects:
- Be able to design a measurement instrument to investigate and document effects of communication efforts, which includes a mathemathical calculation of return on investment (ROI).
On completion of the course, the student shall have developed a high standard of reflection regarding relations between means and ends in marketing communication. The student should also understand that ethical and moral awareness in marketing communication gives the company long-term sustainable benefits. The digitization of society at large has given local small-scale campaigns a viral international potential, at the same time as national campaigns are affected by the norms and methods used on the international scene. It is important that students appreciates the inter-connectedness of this field, as far as methods, creativity and tone of voice is concerned.
Overview of different marketing communication tools, different types of advertising as well as how one can combine these tools to create effective integrated marketing communication in a successful manner
- How Integrated Marketing Communications works
- Choice of target groups
- The target group's decision process
- Defining communication target groups
- Development of a communication strategy
- Development of a media strategy and choice of channel
- Challenges for designing messages:
- Message processing
- Creative tactics
- Creative solutions
- Integration of messages across different channels
- Methods and techniques for assessment of effects
Learning outcome is to be reached through a combination of lectures, as well as work in small groups on mandatory assignments The assignment write-ups will form the basis for subsequent discussions in class. Feedback on assignment-write-ups is given during classes.
Students needs to use Gallup PC for the exam paper, in addition to being able to use other relevant databases for statistics.
Students that have not gotten approved the coursework requirements, must re-take the exercises during the next scheduled course.
Students that have not passed the written examination or who wish to improve their grade may re-take the examination in connection with the next scheduled examination.
Higher Education Entrance Qualification.
The course demands no prerequisite knowledge, but having knowledge from Marketing Management, and Consumer Behavior will be an advantage.
|Mandatory coursework||Courseworks given||Courseworks required||Comment coursework|
|Mandatory||3||2||The course has three work requirements, the student must obtain approval 2 of 3 in order to be allowed to complete the examination. Coursework 1 and 2 Written work that can be completed individually or in groups of up to 3 people. Distributed at the start of the semester. Coursework 3 Individual oral presentation to be videotaped by the student and uploaded to Itslearning. All three work requirements must be uploaded to the learning platform Itslearning|
|Comment coursework:||The course has three work requirements, the student must obtain approval 2 of 3 in order to be allowed to complete the examination. Coursework 1 and 2 Written work that can be completed individually or in groups of up to 3 people. Distributed at the start of the semester. Coursework 3 Individual oral presentation to be videotaped by the student and uploaded to Itslearning. All three work requirements must be uploaded to the learning platform Itslearning|
|Exam category||Weight||Invigilation||Duration||Grouping||Comment exam|
Form of assessment:
Internal and external examiner
Examination every semester
|100||No||1 Semester(s)||Group/Individual (1 - 3)||The exam text is published at the start of the semester|
|Form of assessment:||Written submission|
|Grouping (size):||Group/Individual (1-3)|
|Comment:||The exam text is published at the start of the semester|
|Resit:||Examination every semester|
Teaching on Campus
Prepare for teaching
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.