MRK 3433 Marketing Communication 3.0

MRK 3433 Marketing Communication 3.0

Course code: 
MRK 3433
Course coordinator: 
Cecilie Staude
Morten William Knudsen
Course name in Norwegian: 
Markedskommunikasjon 3.0
Product category: 
Bachelor of Marketing Management - Programme Courses
2017 Autumn
Active status: 
Level of study: 
Teaching language: 
Course type: 
One semester

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. Therefore 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 outcomes - Knowledge

The students will acquire the understanding that in a new media landscape becomes more important to work towards a holistic approach to business marketing communications. It is about integration and parallelism to ensure good coordination between marketing and communications activities. Be it the organization driven brand and reputation building, they paid market activities as well as the unpaid where users are increasingly becoming premise for content.

• Have a detailed knowledge of the planning of marketing communications, including describing elements of the communications mix
• Have a basic understanding that a digital media landscape to new demands for integrated communication processes
• Know the planning of communication activities

Learning outcomes - Skills

• Be able to apply relevant communication theory to help your business reach their communication goals
• Be able to account for the different media channels individuality and characteristics, and identify which media channels and combinations of contact points when the target audience best
• Could contribute  in planning, implementation and measurement of business communication processes

Learning Outcome - Reflection

The students are to develop an ability to see ethical dilemmas, assess the consequences and focus on honesty and ethically responsible choices when planning and implementing marketing communication measures.

Course content

• Basic introduction to communication theories
• Target Options; identify and understand stakeholder
• Communication strategy, message development and planning
• Marketing Communication Tools
• Media channels, characteristics, properties and interactions of channels
• Power measurement and analysis of communication activities

Learning process and requirements to students

The course consists of classroom teaching, group work and work on cases and assignments. The Facebook page for the course will be used as a pedagogical learning arena throughout the semester.

When course is delivered online, lecturer, in cooperation with the Academic Servises Network, will organize an appropriate combination of digital teaching and lectures. Online students are also offered a study guide to contribute to progression and overview. Total recommended time spent for completing the course also applies here.

Software tools
No specified computer-based tools are required.

Higher Education Entrance Qualification.

Required prerequisite knowledge

No particular prerequisite knowledge is required.

Exam categoryWeightInvigilationDurationSupport materialsGroupingComment exam
Exam category:
Form of assessment:
Written submission
Exam code:
Grading scale:
Grading rules:
Internal and external examiner
Examination every semester
100Yes4 Hour(s)
  • No support materials
Exam category:Submission
Form of assessment:Written submission
Grouping (size):Individual
Support materials:
  • No support materials
Duration:4 Hour(s)
Exam code:MRK34331
Grading scale:ECTS
Resit:Examination every semester
Exam organisation: 
Ordinary examination
Total weight: 
Student workload
40 Hour(s)
Prepare for teaching
100 Hour(s)
Group work / Assignments
60 Hour(s)
Cases/student involvement on Facebook
Sum workload: 

A course of 1 ECTS credit corresponds to a workload of 26-30 hours. Therefore a course of 7,5 ECTS credit corresponds to a workload of at least 200 hours.