APPLIES TO ACADEMIC YEAR 2012/2013
MRK 3510 Marketing Communication|
Responsible for the course
Even Johan Lanseng
Department of Marketing
According to study plan
Language of instruction
This course focuses on the development and management of marketing communication. Topics will include advertising, sales promotion, public relations, the new media, and other elements of the communications mix. The course underscores that marketing communication is an activity with financial goals. Consequently, particular emphasis is placed on the importance of the planning process, measurement of results, integration of the various communication elements, and the theoretical basis for the communication efforts.
After completing the course the student should be able to:
MRK 3414 Marketing Management, MRK 2914 Marketing or similar courses. Consumer behavior is recommended.
Pelsmacker, Patrick de, Maggie Geuens, Joeri Van den Bergh. 2010. Marketing communications : a European perspective. 4th ed. Financial Times/Prentice Hall
Schultz, Don E., Heidi Schultz. 2004. IMC, the next generation : five steps for delivering value and measuring returns using marketing communication. McGraw-Hill
Learning process and workload
The course will consist of a combination of lectures and various forms of exercises. Under the Activity "Task Review, guideance and feedback in plenary" there may be various forms of review of work requirements, and presentations from the students. Feedback will be provided electronically or in lectures.
The course will be 5 mandatory assignments to be submitted for specific deadlines throughout the semester.
It is required that a minimum of 3 of the 5 assignments are approved to have the opportunity to sit the exams (project and written examination). The exam will be partially based on work requirements.
Students are required to complete 3 of 5 assignments to qualify for the examination (term paper and written examination). See “assignments” under “Learning process and workload”.
The final grade in the course will depend on:
One term paper, which can be solved individually or in groups of up to maximum 3 students in a group. This term paper counts 70 % towards the grade. The term paper will be posted at the beginning of semester.
One two-hour individual written examination. This exam counts 30 % towards the grade.
MRK 35101 – Term paper counts 70 % towards the grade in the course MRK3510, 7,5 credits.
MRK 35102 – Examination counts 30 % towards the grade in the course MRK3510, 7,5 credits.
Examination support materials
All support materials are allowed for the term paper. No cooperation must take place between groups.
No support materials allowed for the written exam.
A re-sit examination is held every semester.
Students who do not pass the coursework requirements (assignments) are not qualified for the examination. The entire course must therefore be retaken at next scheduled course.