Marketing Communication

Role of marketing communication. Communication process. Integrated marketing communication. Means of marketing communication. Media advertising. Sales promotion. PR management. Direct marketing. Sponsorship. Event marketing. Fairs. Digital marketing communication. Planning marketing communications. Crisis management. Marketing communication objectives. Message. Creative brief. Press release. Media planning. Media indicators. Buyer readiness. Testing marketing communications. Measuring marketing communication effects.

NB! This course will take place in spring semester 2024/2025 which starts on 3rd of February and ends on 16th of June (you can find that information under Start date section). The real course start and end dates will be announced at the beginning of February at the latest.

After completing this course, the student:

• ILO1. Uses marketing communication concepts;
• ILO2. Explains marketing communication theories and models;
• ILO3. Relates marketing communication theory to practical examples;
• ILO4. Selects appropriate models and theories to solve a problem;
• ILO5. Designs and measures marketing communication;
• ILO6. Works in a team;
• ILO7. Presents work results in a presentation.

Final assessment can consist of one test/assignment or several smaller assignments completed during the whole course. After declaring a course the student can re-sit the exam/assessment once. Assessment can be graded or non-graded. For specific information about the assessment process please get in touch with the contact person of this course. For specific information about grade transfer please contact your home university

Basic knowledge on business and marketing (e.g. Principles of marketing course).

Timetable: Tuesdays from 3rd Sep until 17h Dec 2024 in MS Teams.

• Gillis, Tamara. The IABC Handbook of Organizational Communication: A Guide to Internal Communication, Public Relations, Marketing, and Leadership. John Wiley & Sons, 2011 (e-book).
• Balmer, John M.T.; Illia, Laura; Gonzales del Valle Brena, Almudena. Contemporary Perspectives on Corporate Marketing: Contemplating Corporate Branding, Marketing and Communications in the 21st Century. Taylor & Francis. 2013 (e-book).
• Copley, Paul. Marketing communication management: concepts and theories, cases and practices. Elsevier Butterworth-Heinemann, 2004.
• Rossiter, J.R., Bellmann, S. Marketing communications: theory and applications. Pearson/ PrenticeHall, 2005.

lectures, exercises