MRK 3433 Marketing Communication
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.
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
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 specialties and characteristics of the different media channels "contribute to the work of planning, implementation and measurement of the business communication processes
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.
Marketing communication - history and present How does marketing communication work Communication development Communication planning Communication planning: Selection of target group The communication target group's information processing Communication strategy Media strategy Creative strategies and message design Media Communication measures.
The course consists of classroom teaching.
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.
Higher Education Entrance Qualification
Due to the Covid-19 pandemic, there may be deviations in teaching and learning activities as well as exams, compared with what is described in this course description.
Information about what is taught on campus and other digital forms will be presented with the lecture plan before the start of the course each semester.
No particular prerequisite knowledge is required.
|Exam category||Weight||Invigilation||Duration||Support materials||Grouping||Comment exam|
Form of assessment:
Internal and external examiner
Examination every semester
|Form of assessment:||Written submission|
|Support materials:|| |
|Resit:||Examination every semester|
Prepare for teaching
Group work / Assignments
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.