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MRK 3503 Marketing Communication

MRK 3503 Marketing Communication

Course code: 
MRK 3503
Course coordinator: 
Klemens Knöferle
Course name in Norwegian: 
Marketing Communication
Product category: 
Bachelor of Marketing Management - Programme Courses
2022 Autumn
Active status: 
Level of study: 
Teaching language: 
Course type: 
One semester

Even the best products and services don't sell themselves. To create and sustain demand, marketers need to communicate with their customers, consumers, and other stakeholders. This course provides students with an introduction to contemporary marketing communication and prepares them to successfully navigate today's cluttered and ever-evolving communication environment. We will explore topics linked to strategic planning (e.g., insight, positioning, media and creative strategy, measurement) and tactical execution, and also consider the psychological foundations of marketing communication. Throughout the course, students will get to analyze, develop, and evaluate marketing communication strategies and executions.

Learning outcomes - Knowledge

By the end of the course, students should be able to:

  • explain key concepts and theories in marketing communication as well as the structure of the contemporary marketing communication industry
  • distinguish well-planned and well-executed marketing communication from unexceptional communication
  • describe and contrast different communication channels and their features and uses
Learning outcomes - Skills

After finishing the course, the student should be able to:

  • critically analyze and evaluate marketing communication strategies and executions
  • apply relevant insights and theory to optimize marketing communication strategies and executions
  • develop effective marketing communication strategy and execution
  • present a communication plan or campaign to an audience
General Competence
  • The student can work with others in a team
  • The student can consider sustainability issues related to marketing communication
Course content

The topics below are exemplary and subject to change.

  • Psychological models of how marketing communications work
  • The structure of the marketing communication industry
  • Developing a communication plan
  • Budgeting considerations
  • Determining communication objectives
  • Generating and leveraging insights
  • Positioning
  • Integrating marketing communications
  • Measuring impact
  • Media strategy
  • Creative strategy
  • Message strategies and execution
  • Multisensory marketing communication
  • Persuasion tactics
Teaching and learning activities

The course combines lectures and various individual and group assignments (both in-class and out-of-class).

In course delivery as online courses, lecturer will, in collaboration with the student administration, organize an appropriate course implementation, combining different learning activities and digital elements on the learning platform. Online students are also offered a study guide that will contribute to progression and overview. Total recommended time spent for completing the course also applies here.

Software tools
No specified computer-based tools are required.

Higher Education Entrance Qualification


Deviations in teaching and exams may occur if external conditions or unforeseen events call for this.

Required prerequisite knowledge


Exam categoryWeightInvigilationDurationGroupingComment exam
Exam category:
Form of assessment:
Written submission
Exam code:
MRK 35031
Grading scale:
Grading rules:
Two examiners
Examination when next scheduled course
100No1 Semester(s)Individual
Exam category:Submission
Form of assessment:Written submission
Grouping (size):Individual
Duration:1 Semester(s)
Exam code:MRK 35031
Grading scale:ECTS
Resit:Examination when next scheduled course
Type of Assessment: 
Portfolio assessment
Total weight: 
Student workload
36 Hour(s)
Prepare for teaching
40 Hour(s)
Student's own work with learning resources
80 Hour(s)
Group work / Assignments
20 Hour(s)
24 Hour(s)
Sum workload: 

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.