MRK 2600 Marketing Communication Campaigns - RE-SIT EXAMINATION

APPLIES TO ACADEMIC YEAR 2012/2013

MRK 2600 Marketing Communication Campaigns - RE-SIT EXAMINATION

Responsible for the course
Cecilie Staude

Department
Department of Marketing

Term
According to study plan

ECTS Credits
9

Language of instruction
Norwegian

Introduction
This course takes an integrated approach to establish and maintain a company or a brands position and sales in a market. The students will develop a comprehensive integrated marketing communications campaign for a client and make a formal oral and written presentation to be presented at BI.

Objective
To acquaint students with the practicalities of researching, adapting, implementing and evaluating an integrated communications campaign.

Prerequisites
Completed 2nd year Marketing Communication Program.

Compulsory reading
Books:
Kitchen, Phillip J. 2004. Integrated marketing communications : a primer. London : Routledge. 208

Other:
Samling av artikler som vil bli navngitt på blackboard


Recommended reading
Books:
Gripsrud, Geir, Ulf Henning Olsson og Ragnhild Silkoset. 2004. Metode og dataanalyse : med fokus på beslutninger i bedrifter. Kristiansand : Høyskoleforlaget
Schiffman, Leon G., Leslie Lazar Kanuk and Håvard Hansen. 2008. Consumer behaviour : a European outlook. European ed. Harlow : Prentice Hall Financial Times
Smith, Ronald D. 2009. Strategic planning for public relations. 3rd ed. New York : Routledge. 400

Course outline
  • Introduction to Campaign planning
  • Formative Research
  • Situation analysis
  • Establish goals and objectives
  • Formulation strategies
  • Targets
  • Messages
  • Channels and implementation strategy
  • Budget
  • Implementing the plan
  • Evaluation and effect measurement
  • Writing a proposal
  • Presentation

Computer-based tools
Students must have knowledge of Microsoft Office Programs, Word, Excel and Power Point. They must also be able to use the internet for research purposes.

Course structure
The course is based on 54 hours of lecturing and group work. The lecturers will be in the role of supervisor for the student groups, based on 3-4 students.


Examination
Term paper, written individually, or in groups of 2-3 students.

Examination code(s)
MRK 26002 – Term paper which account 100 % of the grade in MRK 2600 Marketing Communication Campaign, 9 credits.

Examination support materials
All support materials allowed.

Re-sit examination
This course was lectured for the last time spring 2011. Re-sit examination will be offered every term even spring 2013.

Additional information

Semester

Oversettelser