COURSE SYLLABUS
Marketing Communication, 7.5 credits
Marknadskommunikation, 7,5 högskolepoäng
| Course Code: | TMCK18 |
| Confirmed by: | Dean Feb 1, 2017 |
| Valid From: | Jan 1, 2018 |
| Version: | 1 |
| Reg number: | JTH 2017/469-313 |
| Education Cycle: | First-cycle level |
| Disciplinary domain: | Technology (95%) and social sciences (5%)
|
| Subject group: | JK9
|
| Specialised in: | G1F
|
Intended Learning Outcomes (ILO)
After a successful course, the student shall
Knowledge and understanding
- display knowledge of basic concepts and principles of marketing and marketing communication
- display knowledge of marketing segmentation and positioning as well as an understanding of the signification of brands through a customer and business perspective
- display knowledge of marketing objectives and communication effects
Skills and abilities
- demonstrate the ability to construct a marketing plan including market analysis, budget and marketing calendar
- demonstrate the ability to plan and design a marketing campaign including messages and visual expression adjusted to different target audiences
Judgement and approach
- demonstrate an understanding of intellectual property and ethical issues within the main area
- demonstrate the ability to suggest and assess messages and media choices in regards to target audiences and objectives
Contents
The course comprises basic principles of marketing communication as well as an overview of general marketing concepts. The theoretical knowledge is also practically applied through the design of advertising messages and campaigns tailored to specific target audiences.
The course includes the following parts:
- Basic principles of marketing
- Basic principles of marketing communication and advertising
- Marketing plan
- Brand platform
- Objectives and target audience
- History of advertising
- Copyright and Art Direction in advertising campaigns
- Intellectual property
Type of instruction
Lectures, assignments and project work.
The teaching is conducted in English.
Prerequisites
General entry requirements and completion of the course Business and Entrepreneurship, 7,5 credits (or the equivalent).
Examination and grades
The course is graded 5,4,3 or Fail.
Final grading of the course is made by averaging the various test.
The final grade will only be issued after satisfactory completion of all assessments.
Registration of examination:
| Name of the Test | Value | Grading |
|---|
| Written examination | 4 credits | 5/4/3/U |
| Assignments | 3.5 credits | 5/4/3/U |
Course literature
Literature determines one month before the course starts.
