Programme Outlines and Overviews

The 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 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.