MBM424 Market Communication Effectiveness

• 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, and 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

  Knowledge

  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

  Skills

  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.

• Required prerequisites

  None.

• Compulsory Activity

  Individual assignment on digital communication (approved / not approved).

  Group (2-5 students) term paper.

  If a student wishes to retake the course, both compulsory activities (work requirements) and group-based oral exam must be retaken.

• Assessment

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

  All group members receive the same grade.

  If a student wishes to retake the course, both compulsory activities (work requirements) and group-based oral exam must be retaken.

• Grading Scale

  Grading scale A - F.

• Computer tools

  Adobe Connect

• Literature

  Selected articles and book-chapters.