Marketing Communication 7,5 Credits
Course ContentsThe course gives a broad introduction to marketing communication as professional and academic discipline. This includes embracing theories, methods and working processes which underpins marketing communication planning, execution and evaluation.
Specific areas include:
- The role of marketing communication within the larger field of marketing.
- Target group analysis, communication strategy and objectives.
- Communication tools and actors included the general marketing communication market.
- Creative strategies and execution.
- Media choice and media planning.
- Budgeting, effect measurement and evaluation of communication efforts.
Connection to Research and Practice
The course is anchored on providing a basic level of understanding of marketing communications at the bachelor’s level. The latest edition of a comprehensive marketing communications textbook is used. The theories within the book will be applied and considered to practical examples throughout the course.
The group project assignment is designed to provide students an opportunity to apply theoretical principles in a real-life setting (with partner companies project) or quasi real-life setting (with projects based on cases from crowdfunding platforms). Students are to analyze communication needs in the given scenario and create a marketing communication solution. Theoretical aspects from the course will be used to justify and drive student’s choices. As a part of the assignment an exemplary marketing communication message is to be created and a final solution to be delivered to the client.
Prerequisites30 credits in Business Administration or Economics including Marketing Management (or the equivalent).
Level of Education: Undergraduate
Course code/Ladok code: JMCK18
The course is conducted at: Jönköping International Business School
Previous and ongoing course occasions
Type of courseProgram
SemesterSpring 2023: Mar 27 - Jun 11
Rate of Study50%
Course coordinatorBrian McCauley
Tuition fees do NOT apply for EU/EEA citizens or exchange students12500kr