The course takes place in period

3 (2022-01-01 to 2022-03-13)


Professional studies

Teaching language


Type of course


Cycle/level of course


Recommended year of study


Total number of ECTS

5 cr

Competency aims

After completing the course the student will be
able to describe, explain and evaluate a number
concepts and models used in marketing
communication and brand building, and explain and
exemplify how these concepts relate to each other
both strategically and tactically. In addition,
the student will be able to apply the knowledge
and through analysis obtain any marketing
communication problems to solve.

Learning outcomes

This course will introduce you to the commercial
communication industries including marketing,
branding, advertising by taking an umbrella look
at brands, brand strategy, marketing and
communication strategy, market research,
advertising, PR and sponsorship plus the vital
role that knowing your audiences plays in a
successful communications campaign from a local,
national and global perspective.

Course contents

Demonstrate an understanding of the strategic
objectives of commercial communication in media
organizational contexts. Demonstrate an
understanding of the importance of identifying,
differentiating and relating to target
audiences in successful commercial campaigns.
Demonstrate an understanding of storytelling in
a creative commercial context. Demonstrate
knowledge of a media organisation´s structure and
an understanding of how this relates to its
operation and performance. Demonstrate an
understanding of the relationship
between business strategy and creative products.
Gather, interpret and present evidence in order
to deliver the project brief. Work
collaboratively with others to respond to the
project brief.

Prerequisites and co-requisites

Introduction to marketing

Recommended or required reading

Marketing Communications
by Chris Fill and Louisa Osmond, 2006/2017,
Edinburgh Business School

Designing Brand Identity: An Essential Guide for
the Whole Branding Team
by Alina Wheeler and Debbie Millman, Fifth
Edition, 2017, John Wiley & Sons, Incorporated

Other material presented during the course.

Study activities

Internet-based studies - 135 hours


  • Total workload of the course: 135 hours
  • Of which autonomous studies: 135 hours
  • Of which scheduled studies: 0 hours

Mode of Delivery

Supported virtual education

Assessment methods

Exams (written-, oral-, home-)

Assessment requirements

Students are expected to have read the
appropriate chapter(s) from the text before each
assignment. To pass the course, it is crucial to
keep the timetable! For passing the course you
need at least 50 points (maximum 100 points)
If you by the end of the course, do not have
collected minimum 50 points, you have to attend a
written exam based on the given material.


  • Halmén Mia
  • Henriksson Robert


Henriksson Robert

Group size

No limit (52 students enrolled)

Assignments valid until

12 months after course has ended

Course enrolment period

2021-12-22 to 2022-01-06

Assessment methods

Date of examination will be announced later - Exams

Room reservations
Date Time Room Title Description Organizer
2022-01-13 10:00 - 12:00 Market Communication and Branding Introduction session Halmén Mia
Henriksson Robert

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