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Creative marketing communication 15 credits

Kreativ marknadskommunikation
First cycle, M0035N
Course syllabus valid: Autumn 2021 Sp 1 - Present
The version indicates the term and period for which this course syllabus is valid. The most recent version of the course syllabus is shown first.

Education level
First cycle
Grade scale
Business Administration
Subject group (SCB)
Business Administration
Main field of study
Business Administration

Entry requirements

In order to meet the general entry requirements for first cycle studies you must have successfully completed upper secondary education and documented skills in English language and completed courses of at least 60 credits in the subject area Business Administration with at least the grade Pass. This must include the following course: Principles of Marketing (M0015N) 7,5 credits, or equivalent knowledge. Good knowledge in English, equivalent to English 6.

More information about English language requirements


The selection is based on 1-165 credits.

Course Aim
After passing the course, the student should be able to:
Knowledge and understanding
1. Describe and explain key concepts, theories and models related to marketing communication.

Competence and skills
2. Apply tools and concepts related to marketing communication in order to develop a comprehensive marketing communication campaign for an actual client/brand.
3. Analyze secondary data pertaining to this client/brand and the industry they are in.
4. Conduct and report a marketing communications campaign, based on appropriate theories/models, with a primary focus on advertising.
5. Analyze and develop the main elements of a marketing communications campaign, including target audience analysis, developing objectives for such a campaign, developing a creative theme, using that theme across multiple marketing communicating tools, and being able to analyze the effects of such a campaign.
6. Communicate the campaign, both in writing and in a final presentation for a real client.

Judgement and approach 
7. Analyze and evaluate a marketing communications plan for an actual client/brand, with the help of theories and research connected to the area. 
8. Apply an analytical and strategic approach to developing a marketing communication strategy for an actual client/brand.
9. Critically reflect on current topics in marketing communication and one’s own learning within the area.

In marketing, the Promotion “P” plays a vital role in creating awareness and interest in a company’s or organizations brand(s). Understanding the many components of the Promotion “P” is essential in order to create a marketing communications campaign that influences attitudes and ultimately behaviors in both B2C and B2B markets. Areas covered in the course include a primary focus on advertising, as well as sales promotion, public relations, personal sales, and online/digital promotion. The course focuses on the importance of different aspects of marketing communication (promotion), both at a strategic and tactical level.

Each course occasion´s language and form is stated and appear on the course page on Luleå University of Technology's website.
This course includes lectures, seminars/workshops, individual assignments, and group assignments. Students will practice independent work with individual assignments, as well working in teams. The students will practice their presentation technique, problem solving and collaboration capabilities through group assignments. During lectures, the students get to engage in group/class discussions that help them to critically analyze current topics, such as the changing role of the Promotion “P” in the digital age. 

Parts of the course (e.g., lectures) are taught in English. However, Swedish will be used in the campaigns the students develop, unless otherwise specified by the “client” that is used each year.

If there is a decision on special educational support, in accordance with the Guideline Student's rights and obligations at Luleå University of Technology, an adapted or alternative form of examination can be provided.
The course is assessed through both individual and group assignments. 
Course aims 1-8 are assessed through a group written report and oral presentations. 
Course aim 9 is assessed through individual assignments.

The course is structured around a group project, in which students work in teams to build a marketing communication campaign bit-by-bit. This is assessed through a series of “mini presentations”, a final presentation, and a final report. Additionally, individual assignments let students reflect on current topics in marketing communication and on their own learning within the area.

Active participation and attendance is required to pass the course. 

Results from all parts of the examination are weighted together for the final course grade (U/G/VG).

Students must register for the courses themselves, or contact ETKS educational administration, no later than three days after the quarter commences. Failure to do so can result in the place being lost. This rule also applies to students with a guaranteed place.

Due to overlap, the course cannot be included in the degree together with M0025N, IEM610 or other course with similar content.

Tim Foster

Literature. Valid from Autumn 2021 Sp 1
Moriarty, S., Mitchell, N., Wood, C. and Wells, W. (latest edition). Advertising & IMC: Principles & Practice (Global Edition), Pearson.
Literature might be added.

Course offered by
Department of Social Sciences, Technology and Arts

CodeDescriptionGrade scaleCrStatusFrom periodTitle
0001Final project and final presentation (group)U G#8.00MandatoryA21
0002Partial presentations (group)U G#6.00MandatoryA21
0003Individual assignmentsU G#1.00MandatoryA21

Syllabus established
by Director of Undergraduate Studies Daniel Örtqvist, Department of Social Sciences, Technology and Arts 17 Feb 2021

Last revised