This course provides students with a sound understanding of and an integrated approach towards the marketing communications mix. It will examine theories and techniques applicable to all the major marketing communication functions. Specifically message development, placement and timing are examined within the context of the role that each type of communication plays in the development of marketing strategy. The course provides a knowledge base that will allow students to research and evaluate a company’s marketing and promotional situation and use this information in developing effective integrated communication strategies and programs.

The module is condensed into 9 sessions that cover the following topics: message development, traditional forms of advertising, social media, online marketing, public relations, media planning, non-traditional forms of marketing communications, branded entertainment, direct marketing. Each session comprises interactive and lecture elements. Active participation by students is anticipated and indeed necessary. The exact composition of each session is adapted to the specific needs of the topics covered. All sessions aim to ensure a comprehensive understanding of the topic area and to enable students to detect and transfer learned concepts to practice. To achieve this goal, a mixture of hands-on exercises, discussions, and case studies is used. In each session we will cover between one and three main topics. Information that goes beyond the textbook will be given during the sessions.

At the end of this course, students should:

1. have an in-depth understanding of the tools and theories used in marketing communications
2. understand the role of integrated marketing communications, and the professionals who practice it, in an organization.
3. be able to critically assess communications programs
4. be able to plan and manage communications programs
5. be sensitized to the role of culture in marketing communication
6. have first hands-on experience in the creation of a unique promotional plan

The course aims to equip students with relevant knowledge as well as skills. It will combine interactive lecture elements with group and individual tasks. Teaching methods include but are not restricted to:

1. conventional lecture elements
2. class room discussions
3. case analyses as well as
4. practitioner talks.

Learning via student tasks follows a blended learning approach. Throughout students will be asked to tackle and prepare various tasks. Attendance and participation is expected throughout the course.