Marketing Communication and Media

EK129F

The course covers the following main topics:

Marketing communication
Media channels
Building reputation
Advertising
Journalism
PR - Public Relations
Negative media communications and crisis communication
Internet and social network on internet (viral marketing)

On successful completion of the course: Knowledge The student should have:

Knowledge about different tools for an organization¿s communication toward its customers and other stakeholders, and knowledge about media trends today.
Knowledge about positive reputation building and advertising creation/effects.
Knowledge about journalism today, and how to meet this with efficient public relations (PR).
Knowledge about crisis communication and communication strategies for tackling negative critique in the media (media crises).
Knowledge about use of internet and social network on internet (viral marketing). Working skills The student should:
Have an understanding of media trends and communication tools.
Be able to work systematically with reputation building, and evaluate advertising campaigns.
Be able to deal professional with media in crisis and in media crisis.
Be able to use internet and social media in communication.

General competence The student should:

Be able to understand how managers (private/government) can use communication and media for marketing and managerial purposes.
Be able to understand how media today demand professional organizational communication.
Be able to discuss media¿s and journalism¿s positive and negative effects on society and politics.

No costs except semester registration fee and syllabus literature.

Compulsory: Bachelor in International marketing

The teaching will be conducted in Norwegian, with lectures, discussions, films, and tasks.

Course evaluation: The study programme is evaluated annually by students by way of course evaluation studies (mid-term evaluation and final evaluation). These evaluations are included in the university's quality assurance system.

A basic course in marketing/marketing management is suggested prior to this course. For example, EK124F Marketing management.