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EXC 3621 Market Communication - RE-SIT EXAMINIATION


EXC 3621 Market 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
On completion of the course

  • Students should know the relevant models and theories underlying standard marketing communication that describe how consumers receive, process, and respond to communication.
  • Students should also know the planning process and how important this process is in a business context.

Acquired Skills
On completion of the course student should
  • Be able to analytically consider a company’s marketing communication including how to apply the planning process and relevant theories simultaneously in order to make high-quality trade-offs.
  • Be able to describe and explain the basic theories and models within integrated marketing communications.
  • Be able to apply major theories and models to marketing communication problems discussed in cases, assignments, and written exams.
On completion of the course student should
  • Understand that the models, theories, and logic presented in the course are based on certain perspectives that are relevant in a business context and that other perspectives can be equally relevant, given other contexts.
  • Understand some ethical considerations that concern marketing communication

EXC 3414 Marketing Management or similar courses. EXC 2112 Consumer behaviour is recommended.

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

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
No specified computer-based tools are required.

Learning process and workload
The course is a combination of lectures and various types of assignments. “Discussion of assignments and feedback in class” (see table) includes assignments and/or student presentations. Feedback can be given electronically and/or in class.

Coursework requirements
During the semester 5 assignments will be posted and students are required to complete 3 of these 5 within co-posted deadlines to qualify for the examinations (term paper and written exam). The examination will partly be related to the assignments.

Use of hours
Discussion of assignments, termpaper and feedback in class
Preparation for lectures/reading
Work on assignments
Self-study, group work
Total recommended workload

    Coursework requirements
    Coursework requirements omitted because the course is no longer offered, ie not a requirement for re-sit examinations autumn 2015 and spring 2016.

    The final grade in the course will depend on:
    One term paper, which can be completed individually or in groups of up to maximum 3 students. 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)
    EXC 36211 - Term paper counts 70 % towards the grade in the course EXC 3621 Market Communication , 7,5 credits.
    EXC 36212 - Exam counts 30 % towards the grade in the course EXC 3621 Market Communication, 7,5 credits.

    Examination support materials
    All support material allowed for the term paper. No cooperation between groups is permitted.
    No support materials allowed for the written exam except for a bilingual dictionary.

    Re-sit examination
    This course was lectured for the last time autumn 2014. Last re-sit examinations will be offered autumn 2015 and spring 2016.

    Additional information