AM101102 Marketing and AL101102 Organisation and management
The students shall learn how media and market communication can help enterprises to reach their goals. The aims are a.o:
- To give insight in communication and media possibilities
- To give understanding of how media are functioning
- To give insight in how scarce resources can be allocated to various types of media
- To give insight in laws and regulations as well as ethical problems related to market communication
* Introduction to communication theories
* Marketing communications from different angels (psychology, sociology and economy)
* Media history and development
* Media structure and channels
* New media/Internet/ICT
* Segmentation and target group analysis
* Media choice and use - communication planning
* Choosing advertising message and communication-effect measurement
* Market communication and social responsibility
Lectures and group work/discussions
Compulsory paper by groups.
Cumpulsory oral presentations
The compulsory paper counts for 50% of the total grade. The individual final 2-hour written exam counts for 50% of the total grade.
