MRK 3433 Marketing Communication

MRK 3433 Marketing Communication

Course code: 
MRK 3433
Course coordinator: 
Cecilie Staude
Morten William Knudsen
Course name in Norwegian: 
Product category: 
Bachelor of Marketing Management - Programme Courses
2018 Autumn
Active status: 
Level of study: 
Teaching language: 
Course type: 
One semester

Changes happen every single day. Technology development and changes in communication and media habits affect decision-making to customers and the company's other stakeholders. Several media channels and increased use of communication technology make it important for businesses to develop a market communication plan that ensure that the right message reach the right target market in the right channels. Digital channels also provide more people with better opportunities to participate. It affects how the business itself must communicate. Dialogue becomes more important than monologue. More important than ever before, is it therefore that the people responsible for developing the market communication plan of today and the future must have a comprehensive understanding of communication that ensures a good interaction between market and communication activities. This includes the organization-driven brand and reputation building, the paid market activities as well as the unpaid activities where users increasingly become the premier of the content.

Learning outcomes - Knowledge

After completion of the course, students will have:

- In-depth knowledge of communication planning processes including describing the elements of the communication mix

- Knowledge of how a fragmented media landscape poses new demands on business communication processes

- Understanding of interaction between digital and traditional media channels

Learning outcomes - Skills

After completing the course, students can:

- Develop a simple market communication plan

- Identify relevant communication theory to help the business reach its communication goals

- Explain the specialities and characteristics of the different media channels "contribute to the work of planning, implementation and measurement of the 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

- Technology development, media patterns and communication habits

-Role and variables of market communication

- Communication Audiences: identufy and understand the business stakeholders

- Target group processing of information

- Communication development: strategy, message development and planning

-Media strategy and media channels, characteristics and characteristics

- The Market Communicator Toolbox, Communication mix and tools

- Measurement of communication effect

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.

In course delivery as online courses, lecturer will, in collaboration with the student administration, organize an appropriate course implementation, combining different learning activities and digital elements on the learning platform. Online students are also offered a study guide that will 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.
Additional information

Kurset har høsten 2018 ny pensumbok, men det er mulig å ta eksamen (kontinuasjon) høsten 2018 og siste gang våren 2019 med pensum som ble brukt høsten 2017.


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
100Yes3 Hour(s)
  • No support materials
Exam category:Submission
Form of assessment:Written submission
Grouping (size):Individual
Support materials:
  • No support materials
Duration:3 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.