Marketing Communication

MAB2 Marketing Communication

Spring 2024

Autumn 2024
  • Topics

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

    In the second part we delve deeper into a few specialized topics, including digital tools and tactics, and the use of google analytics. Finally, we discuss how to best measure the effectiveness of market communication in both digital and traditional channels, and how to adjust and simplify testing schemes when there are cost and time restrictions.  

    Main topics

    • situation analysis
    • creative strategy
    • creative tactics
    • media planning

    Special topics

    • digital marketing tools & tactics
    • google analytics
    • effects measurement

  • Learning outcome


    Upon course completion, the students will be able to:

    • Understand major theories of processing of marketing communication. 
    • Understand current theories of how to draw and keep attention.
    • Understand current tools and strategies of on- and offline communication.
    • Understand major theories of media planning.
    • Recognize methods for calibrating communication and testing of com effectiveness.
    • Discuss ethical issues of marketing communication.
    • Understand how to communicate sustainability effectively
    • Demonstrate basic knowledge of the marketing communication industry.


    Upon course completion, the students can:

    • Use theories in planning effective communications campaigns.
    • Plan and perform proper testing of communication effectiveness.
    • Calibrate and test marketing communication via Google Analytics.
    • Evaluate the ethical aspects of communication strategies and tactics.

    General competence

    Upon course completion, the students can:

    • Create results through groupwork.
    • Present groupwork to professionals from the industry.
    • Identify and reflect on ethical problems.

  • Teaching

    The course uses a combination of lectures and group-work. The first lectures will build a theoretical basis, and the group-work will be used to apply theory on a current marketing communication case. 

  • Compulsory Activity

    Individual assignment on online communication. 

  • Assessment

    Oral group presentation of communication project (15 minutes) and 10-15 minute discussion with the assessors (defense session). All group members receive the same grade. 

    The oral presentation will be conducted in English.

    Group size: 4-5 members. 

  • Grading Scale


  • Computer tools

    Google analytics.

  • Literature

    The course reading list will be available in Leganto.


ECTS Credits
Teaching language

Spring. Will be offered spring 2025.

Course responsible

Professor Magne Supphellen, Department of strategy and management