On completion of the course the student will be able to:

1. Explain and discuss how relationships between consumers and brands form the basis for market communications.
2. Demonstrate knowledge about basic theoretical concepts and tools within the market communications field.
3. Demonstrate thorough understanding of the dominant theories within the field.

4. Discuss and explain various market communications tools, how they interact in marketing communications processes and their advantages and disadvantages in solving different types of practical communication challenges and problems.
5. Apply the tools and techniques of market communications in digital arenas.

6. Analyze market communications problems from theoretical, practical and ethical perspectives.

In a time when consumers are more connected, more active and more impatient, they also interact with product and service brands in new ways. This places new demands on how firms talk with their customers. The course ‘Marketing communications in a digital world´ is about how to communicate offerings to your target groups. The purpose is to provide you as future marketing managers, brand managers, consultants, communication specialists or other, with strategies, tools and techniques to effectively do that, while keeping your brand in mind. The course introduces you to key concepts and terminology in more traditional advertising management and media selection, as well as novel approaches to marketing communication in digital and social media.

Connection to Research and Practice
The course is based on relevant research connected to marketing communication. Contemporary and important research articles as well as text books form the main component of the literature in the course. The book serves as a basic reference guide while the various articles serve to deepen the knowledge of students on each topic in the course. Lectures as well as discussions in the classroom are mostly supported by presenting cases and examples from practice. Additionally in the group based project work, students work on live cases in which they apply the theoretical principles learnt in the classroom in a real world scenario.

The course includes lectures, workshops, group work, as well as written examination.

The teaching is conducted in English.

Bachelor’s degree in Business Administration including 60 credits in Business Administration (or the equivalent).

The course is graded A, B, C, D, E, FX or F.

Individual exam (ILO:2) representing 1,5 credits
Individual written exam (ILOs: 1, 2, 3, 4, 6) representing 3 credits.
Group assignment (ILOs: 2, 4, 5, 6) representing 3 credits.

Name of the Test	Value	Grading
Individual exam1	1.5 credits	A/B/C/D/E/FX/F
Individual written exam1	3 credits	A/B/C/D/E/FX/F
Group assignment1	3 credits	A/B/C/D/E/FX/F

¹ All parts of the compulsory examination in the course must be passed with a passing grade (A-E ) before a final grade can be set. The final grade of the course is determined by the sum total of points for all parts of the examination in the course (0-100 points). Grade is set in accordance to JIBS grading policy. (A-E or Pass)

It is the responsibility of the examiner to ensure that each course is evaluated. At the outset of the course, the programme evaluators in the course must be contacted. In the middle of the course, the examiner should meet the programme evaluators to identify strengths/weaknesses in the first half of the course.
At the end of the course, the examiner should remind students to fill in the survey. The examiner should also call a meeting with the programme evaluators to debrief the course, based on course evaluation data and comments. The next time the course runs, students should be informed of any measures taken to improve the course based on the previous course evaluations.
At the end of each study period, JIBS’ Director of Quality and Accreditation crafts a “Course Evaluation Quarter Report”, presenting the quantitative results from course evaluation surveys. The Associate Dean of Education, The Associate Deans of Faculty, Programme Directors, and JSA President and Quality receive the report.

Academic integrity
JIBS students are expected to maintain a strong academic integrity. This implies to behave within the boundaries of academic rules and expectations relating to all types of teaching and examination.

Copying someone else’s work is a particularly serious offence and can lead to disciplinary action. When you copy someone else’s work, you are plagiarising. You must not copy sections of work (such as paragraphs, diagrams, tables and words) from any other person, including another student or any other author. Cutting and pasting is a clear example of plagiarism. There is a workshop and online resources to assist you in not plagiarising called the Interactive Anti-Plagiarism Guide.

Other forms of breaking academic integrity include (but are not limited to) adding your name to a project you did not work on (or allowing someone to add their name), cheating on an examination, helping other students to cheat and submitting other students work as your own, and using non-allowed electronic equipment during an examination. All of these make you liable to disciplinary action.

The course literature will be communicated before the beginning of the course.