APPLIES TO ACADEMIC YEAR 2016/2017 Norwegian version

PRK 3514 Integrated Market Communication

Responsible for the course
Gerhard E Schjelderup

Department
Department of Communication and Culture

Term
According to study plan

ECTS Credits
7,5

Language of instruction
Norwegian

Introduction
Marketing Communication as a discipline exists to implement strategies from Marketing, which in turn are made to realise the organizations strategies. In the course Integrated Marketing Communication, the students will aquire basic knowledge about theory and models to hone skills related to successful planning of strategic effectuation of Market Communication. The student is in addition expected to have knowledge about measuring effects and how persuasive efforts are to 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:

• Have detailed knowledge about the planning process, the target group(s), characteristics of the product/service category, positioning of the brand in the consumers' minds, choice of message and design, and choice of suitable communication channels for successful integrated marketing communication
• Have top competence in the field of communication and how it can be made use of in marketing communication.
• Understand which psychological factors drive consumer perception, including knowledge about how the brain is made up, and how different stimuli created by the message are processed.
• Know which measures derived from the type of communication objectives the company has with respect to the target group(s) are needed, including the ability to distinguish between objectives related to awareness, knowledge, attitude, intention and behaviour.
• Knowledge of and the ability to compare different methods to measure and assess the effect(s) of communication efforts in relation to the goals of that communication.

• The collection and analysis of relevant information enabling the student to develop a credible and feasible marketing communication plan, including the ability to demonstrate practical skills related to:
• Analysis and choice of target group(s),
• Choice of target groups based on different approaches to segmentation.
• Development of customer profiles within these target groups
• Category skills:
• Understand the drivers of behaviour in different categories, where for example differences in dynamics between low and high involvement categories are essential knowledge.
• Development of communication principles for message choices and how they should be presented to the target groups.
• Communication channels:
• Choice of suitable integrated solutions based on a cost/benefit evaluation
• Methods for assessment of effects:
• Be able to design a measurement instrument to investigate and document effects of communication efforts

Prerequisites
The course demands no prerequisite knowledge, but the student will have an advantage having knowledge from Marketing Management, and Consumer Behavior

Compulsory reading
Books:
Percy, Larry, Richard Rosenbaum-Elliott. 2016. Strategic advertising management. 6th ed. Oxford University Press

Recommended reading

Other:
Kreativt Forum. Årlig. Stella : prisen for effektiv kommunikasjon. Kreativt Forum. Stellaprisen gis for effektiv markedskommunikasjon og boken er en sammenstilling av vinnercasene og en viktig kilde for studenter. Denne boken kan lastes ned gratis.


Course outline
Overview of different marketing communication tools, therein different type of advertising and how a one in a successful manner can combine these tools to create effective integrated marketing communication

How Integrated Integrated Marketing Communications works
Choice of target groups

• The target group's decision process
• Positioning
• Development of a communication strategy
• Development of a media strategy and choice of channel

• Message processing
• Creative tactics
• Creative solutions

Computer-based tools
Students should master Gallup PC and other databases.

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.

Recommended workload in hours:

• Coursework 1 and 2
  Written work that can be completed individually or in groups of up to 3 people. Distributed at the start of the semester.
• Coursework 3
  Individual oral presentation to be videotaped by the student and uploaded to Itslearning.