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Marketing Communication Theory

This course aims to develop the student´s knowledge of theories in marketing communication.

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 marketing communication and advertising and PR as a science.

  • Course structure

    Teaching format

    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.
    The course workload is 200 hours equivalent to 7,5 ECTS.
    The language of instruction is English. Please note that all teaching and learning activities, such as lectures, seminars, assignments and assessment tasks are carried out in English.



    Assessment for the course will be continuous and is carried throughout the different course activities. Each assessment task is weighted in relation to its importance in the overall assessment of the course. The student’s results from the different assessment tasks are added up to a total course score that will then translate into the final grade for the course.

    Assessment tasks
    The course contains the following weighted assessment tasks:
    1. Individual course essay based on personal journal.
    2. Active participation.
    3. Peer reviewing.
    4: Oral presentation of synthesis.

    After completion of the course, students will receive grades on a scale related to the intended learning outcomes of the course. Passing grades are A, B, C, D and E. Failing grades are Fx and F. A grade Fx can be completed for a grade E.

  • Schedule

    The schedule will be available no later than one month before the start of the course. We do not recommend print-outs as changes can occur. At the start of the course, your department will advise where you can find your schedule during the course.
  • Contact

    Course coordinator:

    Head of course: Johanna Fernholm