EXC 3621 Market Communication

APPLIES TO ACADEMIC YEAR 2012/2013

EXC 3621 Market Communication

Responsible for the course
Even Johan Lanseng

Department
Department of Marketing

Term
According to study plan

ECTS Credits
7,5

Language of instruction
English

Introduction
This course focuses on the development and management of marketing communication. Topics will include advertising, sales promotion, public relations, the new media, and other elements of the communications mix. The course underscores that marketing communication is an activity with financial goals. Consequently, particular emphasis is placed on the importance of the planning process, measurement of results, integration of the various communication elements, and the theoretical basis for the communication efforts.


Learning outcome
Acquired knowledge
On completion of the course

  • Students should know the relevant models and theories underlying standard marketing communication that describe how consumers receive, process, and respond to communication.
  • Students should also know the planning process and how important this process is in a business context.

Acquired Skills
On completion of the course student should
  • Be able to analytically consider a company’s marketing communication including how to apply the planning process and relevant theories simultaneously in order to make high-quality trade-offs.
  • Be able to describe and explain the basic theories and models within integrated marketing communications.
  • Be able to apply major theories and models to marketing communication problems discussed in cases, assignments, and written exams.
Reflection
On completion of the course student should
  • Understand that the models, theories, and logic presented in the course are based on certain perspectives that are relevant in a business context and that other perspectives can be equally relevant, given other contexts.
  • Understand some ethical considerations that concern marketing communication

Prerequisites
EXC 3414 Marketing Management or similar courses. EXC 2112 Consumer behaviour is recommended.

Compulsory reading
Books:
Pelsmacker, Patrick de, Maggie Geuens, Joeri Van den Bergh. 2010. Marketing communications : a European perspective. 4th ed. Financial Times/Prentice Hall

Recommended reading
Books:
Schultz, Don E., Heidi Schultz. IMC, the next generation : five steps for delivering value and measuring returns using marketing communication. 2004. McGraw-Hill

Course outline
  1. Integrated marketing communication
  2. Goals, target groups, planning and budgets
  3. Psychological mechanisms
  4. The elements of the communication mix

Computer-based tools
No specified computer-based tools are required.

Learning process and workload
The course is a combination of lectures and various types of assignments. “Discussion of assignments and feedback in class” (see table) includes assignments and/or student presentations. Feedback can be given electronically and/or in class.

Coursework requirements
During the semester 5 assignments will be posted and students are required to complete 3 of these 5 within co-posted deadlines to qualify for the examinations (term paper and written exam). The examination will partly be related to the assignments.

Activity
Use of hours
Lectures
30
Discussion of assignments, termpaper and feedback in class
10
Preparation for lectures/reading
30
Work on assignments
70
Self-study, group work
58
Examination
2
Total recommended workload
200

    Coursework requirements
    Students are required to complete 3 of 5 assignments to qualify for the examinations (term paper and written exam). See “assignments” under “Learning process and workload”.

    Examination
    The final grade in the course will depend on:
    One term paper, which can be completed individually or in groups of up to maximum 3 students. This term paper counts 70 % towards the grade. The term paper will be posted at the beginning of semester.
    One two-hour individual written examination. This exam counts 30 % towards the grade.

    Examination code(s)
    EXC 36211 - Term paper counts 70 % towards the grade in the course EXC 3621 Market Communication , 7,5 credits.
    EXC 36212 - Exam counts 30 % towards the grade in the course EXC 3621 Market Communication, 7,5 credits.

    Examination support materials
    All support material allowed for the term paper. No cooperation between groups is permitted.
    No support materials allowed for the written exam except for a bilingual dictionary.

    Re-sit examination
    A re-sit examination is held every semester.
    Students who have not passed the coursework requirements (assignments) are not qualified for the examination. The entire course must therefore be retaken in connection with next scheduled course.

    Additional information

    Semester

    Oversettelser