APPLIES TO ACADEMIC YEAR 2014/2015

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.

• 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.

• 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

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