Market Communication Effectiveness

MBM424 Market Communication Effectiveness

Autumn 2021

  • Topics

    Core topics:​

    • Digital and traditional communication strategy
    • Conceptions and dimensions of communication effectiveness
    • Key metrics and tests of communication effectiveness
    • Practical problems in measurement of marketing effectiveness
    • Digital communication and use of Google Analytics

    The course consists of two integrated parts.

    The first part is a general introduction to fundamental marketing communication decisions. Topics covered in this part include objective setting, integration of the marketing communication mix, persuasion theory and communication messages.

    The second part is about digital communication the nature and measurement of communication effectiveness. We first give an overview of determinants of effectiveness in traditional and digital media. Then we discuss how to best measure the effectiveness of market communication, and how the ideal procedures and techniques are often difficult to use in practice. Next, we discuss and show cases of workable solutions, while keeping an eye on the issue of validity and quality of evidence.

  • Learning outcome


    By the end of this course the students will be able to

    • understand major determinants of digital and traditional communication effectiveness
    • understand major challenges involved in measuring communication effectiveness
    • define key metrics and tests of communication effectiveness
    • understand the theoretical underpinnings of key metrics and tests
    • understand the strategic and tactical implications of effectiveness test results


    By the end of this course the students will be able to

    • identify and solve typical problems involved in measuring communication effectiveness
    • develop a framework for testing and monitoring of market communication effectiveness
    • evaluate the effectiveness of communication campaigns  
    • know how to use Google Analytics to measure communication effectiveness

    General competence

    By the end of this course the students will

    • be able to identify biases in performance tests
    • be able to write an executive report 

  • Teaching

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

    It will be possible to follow the course digitally.

  • Required prerequisites


  • Requirements for course approval

    Individual assignment on digital communication (approved / not approved)

    Purpose: Assure that all students have a certain level of skills in digital competence.

  • Assessment

    Group-based oral exam (100% of the grade). Groups (2-5 students) present a written term paper (submitted for course approval).

    Due to Covid-19 restrictions, the group-based oral exam will be held on a digital plattform (Zoom/Teams/other alternatives)

    All group members receive the same grade.

    If a student wish to retake the course, both course approval and group-based oral exam must be retaken.

  • Grading Scale

    Grading scale A - F.

  • Computer tools

    Adobe Connect

  • Literature

    Selected articles and book-chapters. 


ECTS Credits
Teaching language

Spring. Offered spring 2021.

Course responsible

Professor Magne Supphellen, Department of Strategy and Management