Excerpt from course description

Marketing Communication


Communication is a fundamental part of most marketplace transactions. In its purest form, price communicates the information necessary for a transaction. In most cases, however, marketers have to communicate more than just price in order to establish, sustain, and grow their business. So how does communication in the marketplace work? How can marketers succeed in nowaday's increasingly digital and international communication environment? In order to address these important questions, this course aims to provide a deep understanding of marketing communication, both in terms of real-life application and as a field of scientific research.

Over the duration of the course, students will work in groups to develop a communication strategy for a real industry client. The lectures will provide inspiration for the group projects in two ways:
1) We will discuss key theories and findings in communication planning and consumer psychology. These insights may be used in the communication strategy, but we will also pay close attention to theoretical and methodological challenges in these research areas.
2) We will meet guest speakers holding various key functions in marketing communication (e.g., on the agency side, the client side, the media side). These practitioners will provide insights into the daily business and the current challenges of marketing communication.

Course content

  • Marketing communication: An introduction
  • Creating a powerful communication campaign
    • Structure of an advertising/communication agency
    • How to develop campaigns based on client briefings
    • Creativity and the creative process
    • Introducing the group assignment case
  • Understanding consumer information processing
    • Psychological models of attention, perception, and memory
    • Overt vs. covert attention
    • Implicit vs. explicit memory
    • How to gain attention? How to be memorable?
  • How marketing communications work
    • Is there a unifying model of “how advertising works”?
    • Hierarchy-of-effects models
    • The elaboration-likelihood model
    • Resisting persuasion: The persuasion knowledge model
    • Non-conscious processing and persuasion
    • Content marketing: Can virality be engineered?
  • Managing marketing communications
    • Media channels and planning
    • Integrated marketing communications (IMC)
    • Budgeting and measuring impact
  • Message execution
    • Message strategies: Cognitive, affective, conative
    • Executional frameworks: Animation, authoritative, demonstration, dramatization, informative, fantasy, slice-of-life, testimonial
    • Advertising appeals: Rationality, empathy, fear, humor, eroticism
  • Multisensory marketing communication
    • Appealing to the senses in marketing communication
    • Multisensory interactions
    • Mental simulation
  • Persuasion tools
    • Social influence techniques: Reciprocation, commitment, social proof, authority, liking, scarcity
    • How can we change entrenched attitudes?
    • Applications in real-life settings


This is an excerpt from the complete course description for the course. If you are an active student at BI, you can find the complete course descriptions with information on eg. learning goals, learning process, curriculum and exam at portal.bi.no. We reserve the right to make changes to this description.