MAB2 Marketing Communication

• Topics

  The first part of the course is an introduction to marketing communications. We will cover basic psychology, integrated marketing communications, and effective messaging.

  In the second part, we will cover specialized topics such as evaluating effectiveness and media planning, and explore emerging issues. 

   

  Main Topics:

  Scope of marketing communications

  Communication and engagement

  Strategic marketing communication

  Evaluating effectiveness

  Media planning

  Emerging topics such as ethics, sustainability, and politics

• Learning outcome

  Knowledge

  Upon course completion, the students will be able to:

  • Demonstrate basic knowledge of marketing communication
  • Understand major theories of marketing communication
  • Understand the psychology of communication
  • Understand methods for calibrating communication and evaluating effectiveness
  • Think about emerging issues, such as ethics, sustainability, and politics, related to marketing communication

   

  Skills

  Upon course completion, the students can:

  • Use psychological theories to understand marketing communications
  • Present practical solutions supported by theoretical frameworks
  • Evaluate the ethical aspects of communication content, delivery, and strategy

   

  General competence

  Upon course completion, the students can:

  • Collaborate in group projects
  • Present ideas to an audience
  • Reflect and opine on emerging issues

• Teaching

  Combination of theory-based lectures and group work sessions.

• Compulsory Activity

  None. 

• Assessment

  1. 3 - hours individual digital school exam. Students receive individual grades.

  Has a weight of 50% in assessment.   

  2. Group-based oral exam. The oral group exam includes a 15-minute presentation and a 10-minute Q&A with assessors. Students in the same group receive the same grade. Group size: 4-6 members.

  Has a weight of 50% in assessment.

   

  Both the written exam and the oral presentation will be in English.

• Grading Scale

  A-F.

• Computer tools

  Jamovi

• Literature

  The course reading list will be available in Leganto.

• Permitted Support Material

  Category III - all written support material permitted

  Calculator

  One bilingual dictionary (Category I)

  All in accordance with Supplementary provisions to the Regulations for Full-time Study Programmes at the Norwegian School of Economics Ch.4 Permitted support material https://eur02.safelinks.protection.outlook.com/?url=https://www.nhh.no/en/for-students/regulations/&data=05|02|anne-lise.jall@nhh.no|f26528ab687e48ec475408dd0f9676ab|33a15b2f849941998d56f20b5aa91af2|0|0|638683861094931562|Unknown|TWFpbGZsb3d8eyJFbXB0eU1hcGkiOnRydWUsIlYiOiIwLjAuMDAwMCIsIlAiOiJXaW4zMiIsIkFOIjoiTWFpbCIsIldUIjoyfQ==|0|||&sdata=yBmBLXRG2fCsoWSQCt0gfSJWGpD8mA+g0hr06OJ4XfE=&reserved=0https://eur02.safelinks.protection.outlook.com/?url=https%3A%2F%2Fwww.nhh.no%2Fen%2Ffor-students%2Fregulations%2F&data=05%7C02%7Canne-lise.jall%40nhh.no%7Cf26528ab687e48ec475408dd0f9676ab%7C33a15b2f849941998d56f20b5aa91af2%7C0%7C0%7C638683861094931562%7CUnknown%7CTWFpbGZsb3d8eyJFbXB0eU1hcGkiOnRydWUsIlYiOiIwLjAuMDAwMCIsIlAiOiJXaW4zMiIsIkFOIjoiTWFpbCIsIldUIjoyfQ%3D%3D%7C0%7C%7C%7C&sdata=yBmBLXRG2fCsoWSQCt0gfSJWGpD8mA%2Bg0hr06OJ4XfE%3D&reserved=0 and https://eur02.safelinks.protection.outlook.com/?url=https://www.nhh.no/en/for-students/examinations/examination-support-materials/&data=05|02|anne-lise.jall@nhh.no|f26528ab687e48ec475408dd0f9676ab|33a15b2f849941998d56f20b5aa91af2|0|0|638683861094953325|Unknown|TWFpbGZsb3d8eyJFbXB0eU1hcGkiOnRydWUsIlYiOiIwLjAuMDAwMCIsIlAiOiJXaW4zMiIsIkFOIjoiTWFpbCIsIldUIjoyfQ==|0|||&sdata=zRbKsEAN0+fYOt4OcGaFJrHpEKpz///mrweTAfKAAqU=&reserved=0https://eur02.safelinks.protection.outlook.com/?url=https%3A%2F%2Fwww.nhh.no%2Fen%2Ffor-students%2Fexaminations%2Fexamination-support-materials%2F&data=05%7C02%7Canne-lise.jall%40nhh.no%7Cf26528ab687e48ec475408dd0f9676ab%7C33a15b2f849941998d56f20b5aa91af2%7C0%7C0%7C638683861094953325%7CUnknown%7CTWFpbGZsb3d8eyJFbXB0eU1hcGkiOnRydWUsIlYiOiIwLjAuMDAwMCIsIlAiOiJXaW4zMiIsIkFOIjoiTWFpbCIsIldUIjoyfQ%3D%3D%7C0%7C%7C%7C&sdata=zRbKsEAN0%2BfYOt4OcGaFJrHpEKpz%2F%2F%2FmrweTAfKAAqU%3D&reserved=0