Knowledge

The student...

has thorough understanding of how to plan communication campaigns.
has detailed knowledge of how consumers are influenced by marketing communication, and why and how consumers respond to such influence.
has in-depth knowledge of the characteristics of various media channels (traditional, social, and new) and how they affect consumer processing and behaviour.
has in-depth knowledge of media strategy and media planning.
knows how companies can systematically build brand value and capitalize on existing brand value to create new growth.

Skills

The student...

can apply relevant theories to illuminate practical and theoretical issues within marketing communication.
can use knowledge of various media channels' characteristics and target audience media habits to develop communication and media strategies.
can use techniques to map brand associations and develop associative networks that describe the brand's actual market position.
can use the brand pyramid as a framework to analyze brand strength and prioritize development and improvement measures.

General Competence

The student...

can collaborate and effectively organize project groups to achieve common goals.
can structure and break down complex and multifaceted issues into defined and manageable decision problems.
can apply knowledge of brand and communication strategies to new and unstructured problems.
can participate in academic discussions about marketing communication, present their issues, analyses, and conclusions, and contribute critically to others' contributions.
can identify relevant new issues within marketing communication to advance the field.

Subject description MKO4100

Marketing Communication