Marketing Communication and Brand Building

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

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.

Lectures (incl. guest lectures with representatives from advertising agencies), discussions