Marknadskommunikationsteori (MCT)

Course description

The course focuses on central theories in marketing communication. The course has a theoretical rather than a descriptive and normative character. Rather than proposing best practices of marketing communication, the course focuses on classical and contemporary marketing communication theories, and advertising and PR as a science.

The overall aim of the course is to introduce students to a theoretical framework for analyzing marketing communication.

The course consists of a combination of lectures, seminars and group work and requires a significant portion of self-study on the part of students. Assessment for the course will be continuous and is carried throughout the different activities of the course.

Intended Learning Outcomes
This course aims to develop the student´s knowledge of theories in marketing communication. Upon completion of the course, students should be able to:
Knowledge and understanding
1. Describe, compare and critically discuss central theories in marketing communication;
Skills and abilities
2. Systematically analyse and synthesize relevant theories in marketing communication, and to use these to analyse empirical phenomena;
Judgement and approach
3. Reflect upon and evaluate the significance of marketing theory in society.

Please Note !

There will be no new admissions to this course.

Course title:
Semester: Autumn term 2019
Study period: 1
Rate of studies: 100%
Level: Graduate level (second cycle)
Credits: 7.5
Language of instruction: English


Course coordinator:
Head of course:
Johanna Fernholm