MRK 3562 Integrated Market Communication
APPLIES TO ACADEMIC YEAR 2012/2013
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MRK 3562 Integrated Market Communication Responsible for the course Gerhard E Schjelderup Department Department of Marketing Term According to study plan ECTS Credits 7,5 Language of instruction Norwegian Introduction In this course, the student will develop in-depth knowledge of theories and models in order to develop knowledge and skills primarily related to how marketing communications works (and don't work), how communication effects can be measured, and persuasion activities can be planned. Learning outcome Acquired knowledge: On completion of the course, the student shall have acquired knowledge enabling him/her to discuss and explain constructs, models and important tools that are used by a company or agency in their work on integrated marketing communication. This implies knowledge within the following key areas:
Acquired skills: On completion of the course, the student shall be able to apply acquired knowledge when designing campaigns based on an integrated marketing communication plan. This implies abilities related to:
Developed reflection On completion of the course, the student shall have developed a high standard of reflection regarding relations between means and ends in marketing communication. The student should also acknowledge that ethical and moral awareness in marketing communication gives the company long-term benefits. Prerequisites MRK 3405 Kommunikasjonsatferd, MRK 2914 Markedsføring, MRK 2980 Forbrukeratferd or similar courses Compulsory reading Books: Percy, Larry, Richard Elliott. 2012. Strategic advertising management. 4th ed. Oxford University Press. 424 sider Recommended reading Course outline Overview of advertising and general communication Prerequisites for effective marketing communication The strategic communication planning process
Methods and techniques for assessment of effects Computer-based tools No specified computer-based tools are required. Learning process and workload The learning outcomes are to be reached through a combination of lectures, and work in small groups on mandatory assignments The assignment write-ups will form the basis for subsequent discussions in class. Feedback on assignment-write-ups is given during classes.
Coursework requirements Three assignments will be handed during the course. These are to be solved individually or in groups of maximum 3 students, and must be handed in at assigned dates/time. All three assignments must be passed in order to sit for the final examination. Examination One-week take-home examination after end of classes, accounts for 100% of the grade, to be solved in groups of maximum 3 students. Examination code(s) MRK 35621 Take-home-examination which accounts for 100 % of the grade in MRK 3562, 7,5 ECTS credits. Examination support materials All support materials. Re-sit examination A re-sit examination is held every semester. Students who do not get approved work requirement of the course will not be allowed to take the exam. Consequently, they must take the course over again. Students who have not passed the exam or who want to improve their grade, may attend re-sit examination at next semester. Additional information The course lectures are given in the 3 x 45 minutes format |
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