MAB2 Marketing Communication

• Topics

  The first part of the course is an introduction to marketing communications. We will cover basic psychology, integrated marketing communications, and effective messaging.

  In the second part, we will cover specialized topics such as evaluating effectiveness and media planning, and explore emerging issues.

  Main Topics:

  • Scope of marketing communications
  • Communication and engagement
  • Strategic marketing communication
  • Evaluating effectiveness
  • Media planning
  • Emerging topics such as ethics, sustainability, and politics

• Learning outcome

  Knowledge

  Upon course completion, the students will be able to:

  • Demonstrate basic knowledge of marketing
  • Understand the psychology of communication
  • Apply major theories of marketing communication
  • Reflect emerging issues, such as ethics, sustainability, and politics, related to marketing communication

  Skills

  Upon course completion, the students can:

  • Use psychological theories to understand marketing communications
  • Present practical solutions supported by theoretical frameworks
  • Evaluate the ethical aspects of communication content, delivery, and strategy

  General competence

  Upon course completion, the students can:

  • Critically think about marketing communication
  • Work effectively in teams to develop marketing communication strategies.
  • Produce academic reports on marketing communication.
  • Deliver clear and persuasive presentations related on marketing communication to diverse audiences.
  • Critically reflect on and evaluate emerging trends and challenges in marketing communication.

• Teaching

  Combination of theory-based lectures and group work sessions.

• Compulsory Activity

  None.

• Assessment

  Group-based term paper (25%). The term paper comprises an 8-10 page report to be written in groups of 4-6 Students. The students will work on the term paper from February to April. Students in the same group receive the same grade.

  Group-based oral exam (25%). The oral exam includes a 15-minute presentation and a 10-minute Q&A with assessors. Students in the same group receive the same grade. Group size: 4-6 members.

  3-hour individual digital school exam (50%).

  The term paper, oral presentation, and individual exam will all be in English.

• Grading Scale

  A-F.

• Computer tools

  Jamovi

• Literature

  The course reading list will be available in Leganto.

• Permitted Support Material

  Calculator

  One bilingual dictionary (Category I)

  All in accordance with Supplementary provisions to the Regulations for Full-time Study Programmes at the Norwegian School of Economics Ch.4 Permitted support materialhttps://www.nhh.no/en/for-students/regulations/https://www.nhh.no/en/for-students/regulations/and https://www.nhh.no/en/for-students/examinations/examination-support-materials/https://www.nhh.no/en/for-students/examinations/examination-support-materials/; (S1)

• Retake

  Retake is offered early in the non-teaching semester for students who were registered for the school exam at the time of the assessment in the teaching semester, and did not achieve a passing grade. Other students may retake the exam the next time the course is offered.

  The group-based term paper and oral exam cannot be retaken in the non-teaching semester, and may be retaken the next time the course is offered.

  For detailed information regarding the retake policy, please visit our website: https://www.nhh.no/en/for-students/examinations/retake-of-exams/ (copy url).