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CM_MC50 - Marketing Communication* - CLOSED FOR FURTHER ENROLLMENT

Faculty
Lars Bech Christensen
Course Coordinator
Richard Jones
Prerequisite/progression of the course
The course forms the basis on which Marketing Communication Planning and Research and Positioning and Creative Strategies for Integrated Marketing Communication build. By addressing communication with customers and consumers, it supplements the course Corporate Communication which covers communication with other stakeholder groups.
Aim of the course
The aim of the course is to present students with the necessary tools to perform situation analysis and planning for developing marketing communication actions that will contribute to building strong brands.
Course content, structure and teaching
The course takes its starting point in the marketing process in order for students to understand the basic strategic marketing actions that form the basis of the marketing communication concentration. The course will present students with the analytical concepts and tools to evaluate media and communication budgets, to evaluate the various media groups:
  • print advertising,
  • broadcast media advertising,
  • direct marketing and 1-to-1 marketing,
  • use of websites and other electronic media for marketing communication.
The course discusses all aspects of planning such as situation analysis, understanding the communication process, setting of objectives and budgeting, understanding and evaluating the media, media planning, combining media and messages for integrated marketing communications and measuring the effectiveness of the advertising programme.
Type of examination, exam aids and assessment
A written four-hour, open book exam.
Course literature
Indicative literature
  • De Pelsmacker, Geunes & Von den Bergh: Marketing Communications – A European Prospective, Financial Times / Prentice

Last updated by CBS International 19/08/2010