MRK 3510 Marketing Communication - RE-SIT EXAMINIATION


MRK 3510 Marketing Communication - RE-SIT EXAMINIATION

Responsible for the course
Even Johan Lanseng

Department of Marketing

According to study plan

ECTS Credits

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.

Learning outcome
Acquired Knowledge
After completing the course the student should know the relevant models and theories that describes and explains how marketing communications are received, processed, and responded to by the consumers. Students will also be able to set goals, plan and budget for marketing communications activities and understand how important these activities are in a business context.

Acquired Skills
After completing the course the student should be able to:

  • Analytically evaluate a company's marketing communications including the utilization of knowledge about planning and relevant models and theories simultaneously so that the judgments and decisions made are of high quality.
  • Describe and explain the theories and models within integrated marketing communications.
  • Apply the theories and models of marketing communication problems in the case, work requirements, term paper and written exam.

After completing the course the student should be able to:
  • Understand that the models, theories and logics as they are presented in the course is based on selected perspectives on marketing communication that is relevant in a business context, and that other perspectives may be equally relevant in other contexts.
  • Understand the ethical considerations related to marketing communications.

MRK 3414 Marketing Management, MRK 2914 Marketing or similar courses. Consumer behavior is recommended.

Compulsory reading
Pelsmacker, Patrick de, Maggie Geuens, Joeri Van den Bergh. 2013. Marketing communications : a European perspective. 5th ed. Pearson Education Limited

Recommended reading
Schultz, Don E., Heidi Schultz. 2004. IMC, the next generation : five steps for delivering value and measuring returns using marketing communication. McGraw-Hill

Course outline
  1. Integrated marketing communication
  2. Goals, target groups, planning and budgets
  3. Psychological mechanisms
  4. The elements of the communication mix

Computer-based tools

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.

Use of hours
Task Review, guidance and feedback in plenary
Preparation for lectures /reading
Work on assignments
Self-study, group work
Total recommended 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.

    Examination code(s)
    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.

    Re-sit examination
    This course was lectured for the last time autumn 2013. Re-sit examinations will be offered spring 2014, autumn 2014 and last time spring 2015.

    Additional information