Mar­ket­ing Com­mu­nic­a­tion (On­line).

Course content

Marketing Communication is changing constantly, as the world is increasingly dynamic. The widespread diffusion of social media and the loss of message content control makes it increasingly difficult for the firm to manage information received by the marketplace. Consumers’ experiences can and do become viral in their communications with just few keystrokes. Further, the traditional marketing communications are also widely used and those basic marketing tools are not to be neglected.

Because of the changing nature of marketplace communication and customer dynamics, this course is designed to expose you to what is going on today in Marketing Communications and to make you think about what the future might look like. An important goal is to provide you with a tool kit and perspectives for thinking that you can take forward in your careers and further develop with your own professional learning.

It will cover topics in the utilities of mission of a marketing communication, to whom the communication is addressed, what story to be communicated, where and how the story will be delivered as well as how much will be spent on marketing communications and how the impact of the marketing communications will be assessed.

Covering these topics, the course aims to provide a deep business knowledge in marketing communications placed in a broad context by recognizing the humanity's challenges (e.g., climate concerns, sustainability, health and well-being, social issues) and demonstrate how brands can contribute to general well-being of the society as well as achieving business success by being competitive in the marketplace. 

The course first introduces the concept of Strategic Communication. Then, it delves deeper into the concept of Marketing Communication. In line with this, the content of this course is divided into three main learning modules: 

Module 1: Strategic Intent

This module covers the mission and the market for the marketing communications strategy of a brand.Defining the market, the course will cover topics such as how brands can create value from global connections for local communities. 

Module 2: Strategic Execution

This module introduces the process of crafting the strategic marketing communications for a brand. It covers what message to be delivered and how the message will be delivered through the use of different media within the marketing communications strategy of a brand.

Module 3: Strategic Impact

This module reviews the methods of measuring and interpreting the impact of the strategic marketing communications of a brand. It covers typical approaches of assessing how much money will be spent and how the impact of the marketing communications will be measured for a brand. Measuring the impact of marketing communications, the course aims the students to be analytical with data, critical when thinking to help brands grow by relearning from their marketing communications activities.