The course takes place in period

2 (2018-10-22 to 2018-12-31)

Level/category

Professional studies

Teaching language

English

Type of course

Compulsory

Cycle/level of course

First

Recommended year of study

2

Total number of ECTS

5 cr

Competency aims

After completing the course the student will be
able to
describe, explain and evaluate a number of
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 ? marketing, branding,
advertising ? 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

Integrated Advertising, Promotion, and Marketing
Communication, Fourth Edition, by Kenneth E. Clow
and
Donald Baak. Published by Prentice Hall
Seeing is Believing; An Introduction to Visual
Communication, by Arthur Asa Berger. Published by
McGraw Hill International Edition
Articles

Study activities

Internet-based studies - 135 hours

Workload

  • 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 51
points
(maximum 100 points)
If you by the end of the course, do not have
collected
minimum 51 points, you have to attend a written
exam
based on the given material.

Teacher

  • Willför Christel
  • Halmén Mia

Examiner

Willför Christel

Group size

No limit (70 students enrolled)

Assignments valid until

12 months after course has ended

Course enrolment period

2018-10-08 to 2018-10-23

Assessment methods

Date of examination will be announced later - Exams

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