At the end of the course, students can:
- Name, describe and recognise the role of communication in the marketing process;
- Name, describe and recognise the principal forms and strategies of marketing communication;
- Name, describe and recognise relevant theories, models, and research findings about the impact of marketing communication on consumer cognitions, attitudes and behaviour;
- Critically reflect on their knowledge about the topics above and apply this knowledge to design, analyse, and evaluate marketing communication activities.
Organisations functionally employ communication to stimulate the sales of products or services among specific target groups. In this course, the student will become acquainted with the basic principles of marketing communication. Central themes in this course are the various communication strategies and manifestations of marketing communication (such as advertisements, branding, public relations, electronic word-of-mouth) used by (profit and non-profit) organisations to positively influence the mind-set of consumers with regard to their product(s), service(s), or brand(s). The course will offer students insights into theories and models of consumer behaviour and the way communication can be used to (subconsciously) influence attitudes and behaviour. In addition, the course will discuss the active role of the consumer in social media marketing besides traditional marketing communication media.|
To be successful in this course, students need to pass a written exam and a written group assignment. Both the written exam and the group assignment will test lower level skills (knowledge, understanding, application of course materials) as well as probe higher level skills (analyse and evaluate campaigns based on the principles learned). |
Accessible to minor students from the Faculty of Arts. Accessible to students from other faculties (Max. 25 students) and to exchange students (Max. 30 students).|
Note for exchange students: you cannot take this course if your English proficiency level is not at least B2 (TOEFL, IELTS, TOEIC or Cambridge). A statement from your home university won't be accepted.
This course covers the basics of marketing communication and requires no prior knowledge or skills in the marketing field.