Excerpt from course description

Marketing Communication

Introduction

Changes happen every single day. Technology development and changes in communication and media habits affect decision-making to customers and the company's other stakeholders. Several media channels and increased use of communication technology make it important for businesses to develop a market communication plan that ensure that the right message reach the right target market in the right channels. Digital channels also provide more people with better opportunities to participate. It affects how the business itself must communicate. Dialogue becomes more important than monologue. More important than ever before, is it therefore that the people responsible for developing the market communication plan of today and the future must have a comprehensive understanding of communication that ensures a good interaction between market and communication activities. This includes the organization-driven brand and reputation building, the paid market activities as well as the unpaid activities where users increasingly become the premier of the content.

Course content

- Technology development, media patterns and communication habits

-Role and variables of market communication

- Communication Audiences: identufy and understand the business stakeholders

- Target group processing of information

- Communication development: strategy, message development and planning

-Media strategy and media channels, characteristics and characteristics

- The Market Communicator Toolbox, Communication mix and tools

- Measurement of communication effect

Disclaimer

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.