Learning outcome

• The overall goal of marketing communication is to develop knowledge and skills in how companies communicate with their customers and markets. Marketing communication focuses on the relationship between customers’ buying behaviour and reaching customers with a business’s message. Models, theories and frameworks in key areas of marketing communication include tools for implementing development processes.

After successfully completing the course, the candidate will have achieved the following learning outcomes:

The candidate:

• Has knowledge of how market-oriented companies can develop communication and dialogue with the market
• Has knowledge of and is able to apply key models and theories in relation to:

- Psychological and sociological factors in the communication process

- Segmentation and positioning

- Message

- Measurement of the effects and impact

- Choice of media and media channels

- Integrated marketing communication

- Communication and profile development in the business market

Course Description

The elements that will be covered are:

• Marketing communication’s tasks and practical approaches
• Psychological, sociological and economic aspects relating to marketing communication
• Establishing goals and measuring impact
• Message, fundamental ideas and design
• Communication strategies
• The media and media choice
• Integrated marketing communication
• Social information
• Communication in the business market
• Business identity and company branding

Teaching and Learning Methods

3-4 hours of lectures per week during the autumn semester.

Assessment Methods

Part 1: Each student will write a case study based on an approved topic and will in connection with this carry out their own assessments. The work will be done in groups, but the teacher may also accept individual work. The work must be documented in writing.

Part 2: The second part is a written examination without examination aids, 3 hours.

Each part counts for 50 % of the final grade. Both parts of the assessment must receive passing grades in for the student to receive a passing grade in the course.

Minor adjustments may occur during the academic year, subject to the decision of the Dean