PRK 3514 Integrated Market Communication

PRK 3514 Integrated Market Communication

Course code: 
PRK 3514
Department: 
Communication and Culture
Credits: 
7.5
Course coordinator: 
Gerhard Emil Schjelderup
Product category: 
Bachelor
Portfolio: 
Bachelor of Communication Management - Programme Course
Semester: 
2018 Autumn
Active status: 
Active
Teaching language: 
Norwegian
Course type: 
One semester
Introduction

Marketing Communication as a discipline exists to implement marketing strategies, which in turn are made to realise an organization's strategies. In the course Integrated Marketing Communication, students will aquire basic knowledge about theory and models to hone skills related to successful planning of strategic effectuation of market communication. In addition students are expected to have knowledge about measuring effects and planning persuasive efforts.

Learning outcomes - 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:

  • 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
  • The field of communication and how its principles can be applied in marketing communication.
  • Psychology of consumer perception and the key factors that influence consumers, including knowledge about how the brain is made up, and how different stimuli created by the message are processed.
  • Understanding of which measures are needed derived from the type of communication objectives the company has with respect to the target group(s), including the ability to distinguish between objectives related to awareness, knowledge, attitude, intention and behaviour.
  • Measurement and assessment of the effect(s) of communication efforts in relation to the goals of that communication.
Learning outcomes - 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:

  • 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:
  • Understanding 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, which includes a mathemathical calculation of return on investment (ROI). 
Learning Outcome - 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 understand that ethical and moral awareness in marketing communication gives the company long-term benefits.

Course content

Overview of different marketing communication tools, different types of advertising as well as how one can combine these tools to create effective integrated marketing communication in a successful manner

  • How 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
  • Challenges for designing messages:
    • Message processing
    • Creative tactics
    • Creative solutions
  • Integration of messages across different channels
  • Methods and techniques for assessment of effects
Learning process and requirements to students

Learning outcome is to be reached through a combination of lectures, as well as 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.

Students needs to use Gallup PC for the exam paper, in addition to being able to use other relevant databases for statistics.

Software tools
No specified computer-based tools are required.
Additional information

Re-sit examination
Students that have not gotten approved the coursework requirements, must re-take the exercises during the next scheduled course.

Students that have not passed the written examination or who wish to improve their grade may re-take the examination in connection with the next scheduled examination.

Qualifications

Higher Education Entrance Qualification.

Required prerequisite knowledge

The course demands no prerequisite knowledge, but having knowledge from Marketing Management, and Consumer Behavior will be an advantage.

Mandatory courseworkCourseworks givenCourseworks requiredComment coursework
Mandatory32The course has three work requirements, the student must obtain approval 2 of 3 in order to be allowed to complete the examination.
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.

All three work requirements must be uploaded to the learning platform Itslearning
Mandatory coursework:
Mandatory coursework:Mandatory
Courseworks given:3
Courseworks required:2
Comment coursework:The course has three work requirements, the student must obtain approval 2 of 3 in order to be allowed to complete the examination.
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.

All three work requirements must be uploaded to the learning platform Itslearning
Exam categoryWeightInvigilationDurationGroupingComment exam
Exam category:
Submission
Form of assessment:
Written submission
Exam code:
PRK35141
Grading scale:
ECTS
Grading rules:
Internal examiner with external supervisor
Resit:
Examination every semester
100No1 Semester(s)Group/Individual (1 - 3)The exam text is published at the start of the semester
Exams:
Exam category:Submission
Form of assessment:Written submission
Weight:100
Invigilation:No
Grouping (size):Group/Individual (1-3)
Duration:1 Semester(s)
Comment:The exam text is published at the start of the semester
Exam code:PRK35141
Grading scale:ECTS
Resit:Examination every semester
Exam organisation: 
Ordinary examination
Total weight: 
100
Workload activityDurationType of durationComment student effort
Teaching36Hour(s)
Prepare for teaching60Hour(s)
Group work / Assignments24Hour(s)
Submission(s)80Hour(s)
Expected student effort:
Workload activity:Teaching
Duration:36 Hour(s)
Comment:
Workload activity:Prepare for teaching
Duration:60 Hour(s)
Comment:
Workload activity:Group work / Assignments
Duration:24 Hour(s)
Comment:
Workload activity:Submission(s)
Duration:80 Hour(s)
Comment:
Sum workload: 
200

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.

Talis literature

Obligatorisk/Compulsory

Book
Authors/Editors År Tittel Edition Publisher StudentNote
Olsen, Lars Erling; Peretz, Adrian 2017 Markedskommunikasjon Fagbkforlaget
Article
Authors/Editors År Tittel Edition Publisher StudentNote
2017 Artikler Ved kursstart vil det bli publisert noen obligatoriske artikler på det digitale kursrommet (Itslearning)
Book
Authors/Editors År Tittel Edition Publisher StudentNote
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.