Marketing Communications in a Digital World 7.5 credits

In a time when consumers are more connected, more active and more impatient, they also interact with product and service brands in new ways. This places new demands on how firms talk with their customers. The course ‘Marketing communications in a digital world´ is about how to communicate offerings to your target groups. The purpose is to provide you as future marketing managers, brand managers, consultants, communication specialists or other, with strategies, tools and techniques to effectively do that, while keeping your brand in mind. The course introduces you to key concepts and terminology in more traditional advertising management and media selection, as well as novel approaches to marketing communication in digital and social media. **Connection to Research and Practice** The course is based on relevant research connected to marketing communication. Contemporary and important research articles as well as text books form the main component of the literature in the course. The book serves as a basic reference guide while the various articles serve to deepen the knowledge of students on each topic in the course. Lectures as well as discussions in the classroom are mostly supported by presenting cases and examples from practice. Additionally in the group based project work, students work on live cases in which they apply the theoretical principles learnt in the classroom in a real world scenario.