The student will gain a deeper understanding on the different approaches of marketing communications and is able to evaluate their use in the changing mediascape. The student learns to interactively engage with stakeholders, especially customers. In addition, the student can critically evaluate ethical concerns related to marketing communications.

Please register for the course through NettiOpsu. Registration begins about one month before the course starts.

1. Dahlen, Micael, Lange, Fredrik & Smith, Terry: Marketing Communications: A Brand Narrative Approach, Wiley: Chichester, 2010.
2. Kimmel, Allan J.: Connecting with Consumers. Marketing for New Marketplace Realities, Oxford University Press, 2010.
3. Other materials given by the lecturer, e.g. articles.

Please note that the De Pelsmacker et al. book which is mentioned in the Curriculum will not be required reading for the course in 2014-2015!