Integrated Marketing Communication

MBM424 Integrated Marketing Communication

  • Topics

    Topics

    The major purpose of this course is to develop students' knowledge of, and skills in using, extant theories of integrated marketing communication. Compared to other marketing courses at NHH, we delve deeper into the strategic and creative processes involved when planning and evaluating communication campaigns.

  • Learning outcome

    Learning outcome

    By means of theoretical insights, series of case studies, and a comprehensive term-paper involving an evaluation of a real communication campaign, students are expected to develop advanced skills in:

    • Defining the strategic insights needed for effective communication
    • Defining campaign messages
    • Developing effective creative strategies
    • Selecting an optimal media mix
    • Finding means to integrate communications
    • Handling agency-client relations
    • Pre-testing communication drafts
    • Analysing campaign effectiveness

  • Teaching

    Teaching

    Classroom teaching, case work in groups, and classroom discussion.

  • Required prerequisites

    Required prerequisites

    None.

  • Requirements for course approval

    Requirements for course approval

     

     

  • Assessment

    Assessment

    Written term-paper (groups) (counts 60%) and oral presentation (counts 40%). Grades awarded in oral examinations may not be appealed.

    In order to retake the exam you should register for MBM424EKS or MBM424OPPG. Please note that this only applies of you have taken the course before.

  • Grading Scale

    Grading Scale

    Grading scale A - F.

  • Computer tools

    Computer tools

     No special requirements.

  • Semester

    Semester

    Spring

     

  • Literature

    Literature

    Shimp, Terence (2009), "Integrated Marketing Communications in Advertising and Promotion"

    Teaching notes

    Selected articles

Overview

ECTS Credits
7.5
Teaching language
English.
Semester
Spring

Course responsible

Leif E. Hem, Department of Strategy and Management.