Excerpt from course description

Marketing Communication


Even the best products and services don't sell themselves. To create and sustain demand, marketers need to communicate with their customers, consumers, and other stakeholders. This course provides students with an introduction to contemporary marketing communication and prepares them to successfully navigate today's cluttered and ever-evolving communication environment. We will explore topics linked to strategic planning (e.g., insight, positioning, media and creative strategy, measurement) and tactical execution, and also consider the psychological foundations of marketing communication. Throughout the course, students will get to analyze, develop, and evaluate marketing communication strategies and executions.

Course content

The topics below are exemplary and subject to change.

  • Psychological models of how marketing communications work
  • The structure of the marketing communication industry
  • Developing a communication plan
  • Budgeting considerations
  • Determining communication objectives
  • Generating and leveraging insights
  • Positioning
  • Integrating¬†marketing communications
  • Measuring impact
  • Media strategy
  • Creative strategy
  • Message strategies and¬†execution
  • Multisensory marketing communication
  • Persuasion tactics


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.