MRK 3503 Marketing Communication
MRK 3503 Marketing Communication
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 introduces students to the state of the art of marketing communication and prepares them to successfully communicate in today's cluttered and ever-evolving online and offline environments.
The course is highly practical and feedback-based. Students work in groups to develop a communication plan for a real client organization. Throughout the course, all groups receive repeated, detailed feedback from our teaching team to strengthen their proposed solutions prior to the final hand-in. The academic lectures and guest lectures explicitly link to the term project and provide the necessary knowledge and skills.
We will explore topics linked to strategic planning (e.g., insight, positioning, media and creative strategy, measurement and testing) and tactical execution (e.g., persuasiveness, virality, sensory marketing). We will also consider the psychological foundations of marketing communication and discuss their strategic importance relative to cutting-edge but often perishable (digital) technology and trends. To improve understanding of the course contents, students will get to analyze, develop, and evaluate marketing communication strategies and executions.
By the end of the course, students should:
- know key concepts and theories in marketing communication as well as the structure of today's marketing communication industry
- know what distinguishes well-planned and well-executed marketing communication from unexceptional communication
- know features and limitations of important digital and traditional communication channels and their associated performance indicators
- know of important digital tools used in marketing communication
After finishing the course, the student should be able to:
- critically analyze and evaluate marketing communication strategies and executions
- develop effective marketing communication strategy and execution based on relevant data, insights, and theory, using online and offline channels
- present a communication plan or campaign to an audience
After finishing the course, the student should be able to:
- work with others in a team
- consider ethical issues related to marketing communication
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
- Media strategy in digital and traditional media
- Creative strategy
- Integrating marketing communications
- Message strategies and execution
- Multisensory marketing communication
- Persuasion tactics
- Measuring impact and testing
- Important digital tools
The course combines lectures and various individual and group assignments (both in-class and out-of-class).
E-Learning
Where the course is delivered as an online course, the lecturer will, in collaboration with the study administration, arrange an appropriate combination of digital learning resources and activities. These activities will correspond to the stated number of teaching hours delivered on campus. Online students are also offered a study guide that will provide an overview of the course and contribute to course progression. The total time students are expected to spend completing the course also applies to online studies.
Starting in the autumn of 2023, the form of evaluation in this course has changed from one exam code (MRK 35031) to two exam codes (MRK 35032 and MRK 35033).
A re-sit examination is offered in the former exam code MRK 35031 in autumn 2023 and last time in spring 2024.
Higher Education Entrance Qualification
Disclaimer
Deviations in teaching and exams may occur if external conditions or unforeseen events call for this.
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| Assessments |
|---|
Exam category: Submission Form of assessment: Written submission Weight: 70 Grouping: Group (3 - 5) Duration: 1 Semester(s) Comment: Portfolio assignment Exam code: MRK 35032 Grading scale: ECTS Resit: Examination when next scheduled course |
Exam category: Submission Form of assessment: Written submission Weight: 30 Grouping: Individual Duration: 1 Semester(s) Exam code: MRK 35033 Grading scale: ECTS Resit: Examination when next scheduled course |
All exams must be passed to get a grade in this course.
| Activity | Duration | Comment |
|---|---|---|
Teaching | 30 Hour(s) | Classroom hours |
Digital resources | 12 Hour(s) | Asynchronous contents (videos, exercises) |
Student's own work with learning resources | 78 Hour(s) | |
Group work / Assignments | 70 Hour(s) | Term project group work |
Feedback activities and counselling | 10 Hour(s) |
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.