Course - Marketing Communication and Brand Building - MRK2010
MRK2010 - Marketing Communication and Brand Building
About
Lessons are not given in the academic year 2024/2025
Examination arrangement
Examination arrangement: Aggregate score
Grade: Letter grades
| Evaluation | Weighting | Duration | Grade deviation | Examination aids |
|---|---|---|---|---|
| School exam | 50/100 | 4 hours | E |
Course content
Part 1: Introduction to advertising and promotion (definitions, the role of advertising, ethical aspects and criticism).
Part 2: Basic concepts and models of brand management.
Part 3: The strategic planning process.
Part 4: Integrated advertising and promotion, campaign monitoring.
- What are advertising and promotion?
- Ethical aspects of advertising and promotion
- Green marketing/greenwashing
- Branding and positioning
- Selecting target audience and developing a communication and media strategy
- Digital marketing communication
- Processing the message and creative tactics
- Social marketing
- Integrated marketing communication
- Monitoring campaigns
Learning outcome
Knowledge
Students will acquire knowledge on concepts, theories and models used in brand building and advertising. Students should be able to reflect on ethical aspects of advertising and be familiar with marketing communication in non-commercial contexts (social marketing).
This includes knowledge of:
- Branding and determining the best positioning
- Strategic planning of advertising and promotion campaigns
- Developing communication strategies based on goals, target audience selection and product/service characteristics
- Psychological mechanisms that apply in the processing of advertising messages
- Ethical guidelines for advertising
- Social marketing
- Pre-testing and monitoring campaigns
Skills
By the end of the course students will be able to apply the knowledge into the work with advertising campaigns, including:
- Select and analyze target audience(s)
- Design positioning strategy, communication objectives and communication strategies
- Develop integrated advertising and promotions campaigns
- Monitor campaign
General competence
By the end of the course students have acquired a broad understanding of advertising and promotion as key marketing areas, including its significance for building strong brands.
Learning methods and activities
Lectures (incl. guest lectures with representatives from advertising agencies), discussions
Further on evaluation
Students who want to improve their grade in a course based on several assessments, may re-take the individual component assessment. For a new assessment in connection with a failing grade, the Faculty of Economics and Management has supplementary regulations.
Specific conditions
Admission to a programme of study is required:
Business Administration (BØA)
Economics and Business Administration (MSIVØK5)
Required previous knowledge
MRK1001 or similar
Course materials
Syllabus will be announced at the beginning of the semester
Credit reductions
| Course code | Reduction | From | To |
|---|---|---|---|
| MA244 | 6.0 | SPRING 2007 | |
| MA244 | 6.0 | SPRING 2007 |
No
Version: B
Credits:
7.5 SP
Study level: Intermediate course, level II
No
Language of instruction: Norwegian
Location: Trondheim
- Economics and Administration
Department with academic responsibility
NTNU Business School
Examination
Examination arrangement: Aggregate score
- Term Status code Evaluation Weighting Examination aids Date Time Examination system Room *
- Autumn ORD School exam 50/100 E 2024-11-30 09:00 INSPERA
-
Room Building Number of candidates SL520 Sluppenvegen 14 4
- * The location (room) for a written examination is published 3 days before examination date. If more than one room is listed, you will find your room at Studentweb.
For more information regarding registration for examination and examination procedures, see "Innsida - Exams"