Market Communication Effectiveness

MBM424 Market Communication Effectiveness

Autumn 2018

Spring 2019
  • 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 two related modules. The first module is about creativity in market communication. Here students learn about the facilitators of creative decision-making and major barriers to creative behavior. They also learn about creativity techniques, and they are trained in using such techniques in practice in a communication context. Initially, creativity theory and techniques are presented in lectures, with cases and examples. Next, students work in groups to solve practical communication problems.

    The second module 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

    Knowledge

    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

    Skills

    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  
    • 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

    None.

  • Assessment

    In module 1 on creativity, groups submit a written term-paper on how to solve a creative challenge in market communication (max 20 pages). All group members receive the same grade (A-F). The group term-paper counts 40% toward the total course grade.

    To test the skills and knowledge developed in module 2 on effectiveness, we use an individual written school exam (A-F). The individual exam (4 hours) counts 60% toward the total course grade. 

  • Grading Scale

    Grading scale A - F.

  • Computer tools

    Adobe Connect

  • Literature

    Selected articles and book-chapters. 

Overview

ECTS Credits
7.5
Teaching language
English.
Semester

Spring.

Course responsible

To be announced.