MRK 2603 Media strategy - RE-SIT EXAMINATION

APPLIES TO ACADEMIC YEAR 2012/2013

MRK 2603 Media strategy - RE-SIT EXAMINATION

Responsible for the course
Even Johan Lanseng

Department
Department of Marketing

Term
According to study plan

ECTS Credits
6

Language of instruction
Norwegian

Introduction
More than half of an advertising budget is allocated to media coverage - some times as much as 8+%. Media strategyfocuses on strategic planning for available media channels. The course also aims to enhance students' comprehension of the spectrum of channels

Objective
The course objective is to enhance students' knowledge of media channels as vehicles for corporate market communication. The course gives a strategic, holistic view of the media market, as well as an in-depth look at the various channels for advertising and communication, qualitatively as well as quantitatively. Another focal point is on the ever-changing media markets and how this influences advertisers' strategic and tactic planning.

Prerequisites
Students must have basic knowledge of MRK 9710 Media and communication, MRK 2531 Market communication, or similar.

Compulsory reading
Books:
Belch, George E. and Michael A. Belch. 2009. Advertising and promotion : an integrated marketing communications perspective. 8th ed. Boston, Mass. : McGraw-Hill/Irwin. 6, 10-13, 15.
Nyeng, Frode. 2002. Etikk og økonomi : en innføring. Oslo : Abstrakt forlag. Kapittel 4: Markedet som sosial praksis
Ottesen, Otto. 2005. Strategisk ledelse av virksomhetens markedskommunikasjon : et helhetssyn for økt lønnsomhet. København : Handelshøjskolens forlag ; Oslo : Universitetsforlaget. Kapittel 13: Utvikling av mediestrategien: Oppgave, medier og medieegenskaper

Articles:
Carlin, Ira. 2005. A Vision of Media Planning in 2010. Journal of advertising research. Volume 45, issue 1. 2-4
Koi, Hanjun. 2005. Internet uses and gratifications. Journal of advertising. Volume 34, issue 2. 57-70
McQuarrie, Edward F. 2005. Indirect persuasion in advertising. Journal of advertising. Volume 34, issue 2. 7-20
Plummer, Joseph T. 2005. Why look into Media Planning. Journal of advertising research. Volume 45, issue 1
Putrevu, Sanjay. 2004. Communicating with the sexes. Journal of advertising. Volume 33, issue 3. 51-62
Tauder, Arthur R. 2005. Getting ready for the next generation of marketing communication. Journal of advertising research. Volume 45, issue 1. 5-8
Vernette, Éric. 2004. Targeting Women's Clothing Fashion. Opinion Leaders in Media Planning: An Application for Magazines.. Journal of advertising research. Volume 44, issue 1. 90-107
(Alle artiklene kan lastes ned fra bibliotekets elektroniske tidsskriftssamling)


Recommended reading
Books:
Blindheim, Trond, Gorm Kunøe og Beathe Stangeland. 2001. Utendørsreklame. Oslo : ScanForum
Helgesen, Thorolf og Terje Gaustad. 2002. Medieøkonomi : strategier, markedsføring, medierettigheter. Nesbyen : Stølen
Aalberg, Toril og Eiri Elvestad. 2005. Mediesosiologi. Oslo : Samlaget

Course outline
  • Budgets and media channels
  • Media planning and strategy
  • Television as advertising channel
  • Radio as advertising channel
  • Printpress as advertising channel
  • Magazins as advertising channel
  • Alternate channels: boards, cinema, outdoor advertising
  • Interactive media

Computer-based tools
PC with word program

Course structure
Lecture 36 hours. First half of the course will focus on the theoretical aspects of the syllabus. During the scond half, students will meet practioners, mainly medie bureau professionals.


Examination
The students have to write a two-week term paper in groups of up to three students.

Examination code(s)
MRK 26031 Termpaper which accounts for 100% of the final grade in the course MRK 2603 Media strategy, 6 ECTS credits.

Examination support materials
All written aids are allowed.

Re-sit examination
This course was lectured for the last time autumn 2010. Are-sit exam will be offered every term even spring 2013.

Additional information

Semester

Oversettelser