MBM424 consists of two integrated parts. The first part is a general introduction to fundamental marketing communication decisions. Topics covered in this part include objective setting, integration of the marketing communication mix, persuasion theory and communication messages.
The second part is about digital communication, and 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.
Core topics:
- Digital and traditional communication strategy
- Conceptions and dimensions of communication effectiveness
- Communication of sustainability and communication ethics
- Key metrics and tests of communication effectiveness
- Practical problems in measurement of marketing effectiveness
- Digital communication and use of Google Analytics