Professional studies

Teaching language


Type of course


Cycle/level of course


Recommended year of study


Total number of ECTS

5 cr

Competency aims

- To test students’ ability to select and transfer marketing
methodology from the body of
theoretical learning and apply it in practice.
- To demonstrate a student’s practical capabilities to analyse an
organisation’s situation, rationalise the consequences, develop
strategic thinking and set goals for achievement and
implementation of an integrated communications strategy in
response to those needs.

Learning outcomes

- Take a client brief and add value through the contribution of
appropriate insights into the target group/s motivation using
psychographic portraiture.
- Comprehend the significance of segmentation, targeting and
positioning in the creation of
brand values and building/maintaining of brand equity over the
longer term.

Course contents

The project adds to direct exposure to practitioners through
practical workshops
where academic theory meets commercial reality during detailed
case history exposure.

Prerequisites and co-requisites

Basics in Marketing

Previous course names


Recommended or required reading

1)Parente, Donald E. Advertising Campaign Strategy: A Guide to
Marketing Communications Plans.

Study activities

  • Lectures - 30 hours
  • Excursions and demonstrations - 0 hours
  • Practical exercises - 0 hours
  • Individual studies - 60 hours
  • - 48 hours


  • Total workload of the course: 138 hours
  • Of which autonomous studies: 138 hours
  • Of which scheduled studies: 0 hours

Mode of Delivery

Multiform education

Assessment methods

  • Exams (written-, oral-, home-)
  • Demonstrations and proficiency exams
  • Essays, reports, productions and portfolio

Assessment requirements

Case and passed exam


  • Hernberg Mervi
  • Willför Christel


Willför Christel

Group size

No limit

Assignments valid until

12 months after course has ended

Assessment methods

  • 2014-10-07 - Exams
  • Date will be announced later - Demonstrations and presentations
  • Date will be announced later - Reports and productions
  • Date will be announced later - Other assignments

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