course-details-portlet

MRK2010 - Marketing Communication and Brand Building

About

Lessons are not given in the academic year 2024/2025

Examination arrangement

Examination arrangement: School exam
Grade: Letter grades

Evaluation Weighting Duration Grade deviation Examination aids
School exam 100/100 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
More on the course

No

Facts

Version: B
Credits:  7.5 SP
Study level: Intermediate course, level II

Coursework

No

Language of instruction: Norwegian

Location: Trondheim

Subject area(s)
  • Economics and Administration
Contact information

Department with academic responsibility
NTNU Business School

Timetable

List view
Calendar view

Examination

Examination arrangement: School exam

Term Status code Evaluation Weighting Examination aids Date Time Examination system Room *
Autumn ORD School exam 100/100 E 2024-11-30 09:00 INSPERA
Room Building Number of candidates
SL515 Sluppenvegen 14 1
SL311 orange sone Sluppenvegen 14 2
  • * 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.
Examination

For more information regarding registration for examination and examination procedures, see "Innsida - Exams"

More on examinations at NTNU