APPLIES TO ACADEMIC YEAR 2014/2015

MRK 3433 Marketing Communication 3.0

Responsible for the course
Cecilie Staude, Morten Erichsen

Department
Department of Marketing

Term
According to study plan

ECTS Credits
7,5

Language of instruction
Norwegian

Introduction
Communication is the core of most organizations. With a media landscape that is changing enterprises are facing new challenges in their efforts to reach new target groups and build relations with them. The traditional way of thinking market communication is now being challenged by new channels that provide more people with better opportunities for participating and expressing themselves. Thus, it is more important than ever that those who are planning the market communication of both today and tomorrow have an overall understanding of what form of communication will secure good interaction between the marketing and communication activities.

Learning outcome
The students are to acquire an understanding of the fact that in a new media landscape it will be more important to work towards an overall conception of the marketing communication of an enterprise. This is a matter of integration and parallelism that will secure good interaction between the activities related to marketing and to communication, be it the organization-driven brand and reputation building, the paid marketing activities or unpaid activities of this type where the users increasingly are becoming the suppliers of conditions for the content.

Acquired knowledge

• Establishing knowledge of a new and fragmented media landscape where the customer has more power will imply new requirements regarding integrated communication and marketing processes.
• Understanding the interaction between digital/social media and traditional media in order to adapt the characteristics of the relevant channel to the communication tasks of the enterprise.
• Familiarity with the planning process for communication campaigns.

• Be able to describe and apply relevant communication models and theories to achieve attention in a market where the customer is overloaded with information.
• Be able to analyse the distinctive features and characteristics of the different media platforms with a view to creating unique activities for the specific channels that at the same time secure good interaction between the marketing and communication activities.
• Be able to contribute to the planning, implementation and measuring of general and integrated market communication processes.

Prerequisites
No particular prerequisite knowledge is required.

Compulsory reading
Books:
Fill, Chris. 2011. Essentials of marketing communication. Prentice Hall

Collection of articles:
Cecilie Staude. Artikkelsamling til MRK 3433 Markedskommunikasjon 3.0. (Oversikt over artikler som inngår i artikkelsamlingen vil bli publisert på Its learning)

Recommended reading
Books:
Barker, Melissa S. [et al.]. 2013. Social media marketing : a strategic approach. South-Western / Cengage Learning

Course outline

• Marketing communication 3.0; a media landscape in change
• Social media versus traditional media, changed power structures, new challenges
• Social communication
  - Social
  - Conversation
  - Value
• Communication strategy, message development and marketing planning
  - What do we want to achieve?
  - Whom are we to reach?
  - With what message?
  - Through which channels?
• The traditional toolbox of the market communicator
  - The channels: distinctive features and characteristics
• The social toolbox of the market communicator
  - The channels: common features, distinctive character, distinctive features
• Measurement of effect and return on investment (ROI)

Use of time: