Programme Outlines and Overviews

The course gives a broad introduction to marketing communication as professional and academic discipline. This includes embracing theories, methods and working processes which underpins marketing communication planning, execution and evaluation.
Specific areas include:

• The role of marketing communication within the larger field of marketing.
• Target group analysis, communication strategy and objectives.
• Communication tools and actors included the general marketing communication market.
• Creative strategies and execution.
• Media choice and media planning.
• Budgeting, effect measurement and evaluation of communication efforts.

Connection to Research and Practice

The course is anchored on providing a basic level of understanding of marketing communications at the bachelor’s level.
The group project assignment is designed to provide students an opportunity to apply theoretical principles in a real-life setting (with partner companies project) or quasi real-life setting (with projects based on cases from crowdfunding platforms). Students are to analyze communication needs in the given scenario and create a marketing communication solution. Theoretical aspects from the course will be used to justify and drive student’s choices. As a part of the assignment an exemplary marketing communication message is to be created and a final solution to be delivered to the client.