Market Communication Effectiveness

MBM424 Market Communication Effectiveness

Autumn 2019

Spring 2020
  • Topics

    Core topics:

    • Conceptions and dimensions of creativity in planning of market communication
    • Creativity research: Facilitators and barriers
    • Creativity techniques in market communication
    • 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 three 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 creativity in market communication. Students will learn about the importance of creative abilities when working on marketing communication, about what a creative strategy is, and the characteristics of creative marketing communication. Facilitators and barriers to individual creative thinking as well as group creativity will be highlighted. Through lectures and exercises students will learn how they can work to become more creative as individuals and in groups, and they will train their ability to assess the creativity of a marketing communication campaign.

    The third part is about 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

    • explain alternative conceptions of creativity
    • understand how creative aspects of decision-making fit into the communication planning process
    • understand the key facilitators of, and barriers to, creativity in communication decision-making
    • 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

    • use major creativity techniques to solve communication problems
    • 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

    • know how make creative decisions
    • 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.

  • Required prerequisites


  • Requirements for course approval

    Group based written term paper. Group size 2-5 students.

    Course approval only valid in the semester the student attend the lectures.

  • Assessment

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

    All group members receive the same grade (A-F) 

    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 2019.

Course responsible

Siv Skard, Institute for Strategy and Management