Marketing Communication

Introduksjon

In a world where countless organizations, brands, and ideas compete for attention, strategic marketing communication makes all the difference. By crafting clear, compelling messages and choosing the right channels to deliver them, marketers can engage audiences, differentiate their offerings, and ultimately drive both brand growth and customer loyalty. This course delves into the core principles and cutting-edge practices of marketing communication, equipping you with the tools to devise effective communication strategies across various media—online and offline.

The course is practical and feedback-based. You will work in a student team to develop a communication plan for a real client organization. Throughout the course, your team will receive repeated, customized, and detailed feedback to strengthen your communication plan before the final graded hand-in. The lectures and guest lectures explicitly link to the term project and provide the necessary knowledge and skills.  

We will explore topics linked to strategic planning (e.g., insight generation, positioning, media and creative strategy, budgeting) and tactical execution (e.g., message design, persuasion, measurement and testing). We will also consider the psychological foundations of marketing communication and discuss their strategic importance relative to cutting-edge but often perishable (digital) technology and trends. To improve understanding of the course contents, students will get to analyze, develop, and evaluate marketing communication strategies and executions.

Kursets innhold

The topics below are exemplary and subject to change.

• Psychological models of how marketing communications work
• The structure of the marketing communication industry
• Developing a communication plan
• Budgeting considerations
• Determining communication objectives
• Generating and leveraging insights
• Positioning
• Media strategy in digital and traditional media
• Creative strategy
• Integrating marketing communications
• Message strategies and execution
• Multisensory marketing communication
• Persuasion tactics
• Measuring impact and testing
• Important digital tools