Market communication (GBE)





Offered by

Global Business Engineering




Intermediate or higher level of oral and written English proficiency

Main purpose

This course provides you with the theoretical and practical tools needed to understand the relation between a campaign strategy and the communicative characteristics associated with the execution of the strategy.
The purpose is also to give you the tools to design basic on- and offline communication products such as advertisements, direct mails, press releases, articles as well as social media and corporate web communication messages.


The student should be able to:
Explain and apply basic theoretical and practical tools and strategies in a market communication planning process as well as analyse, plan, design and implement internal and external market communication tasks.


Upon successful completion of this course, you will understand the concepts and strategies for corporate market communication in an international context and be able to use appropriate tools that have been adapted to specific communicative purposes and selected target groups.


Upon successful completion of the course, the student will be able to:
  • Apply basic theoretical and practical tools for planning and implementing internal and external corporate market communication tasks.
  • Apply and account for a communication strategy that has been adapted to the target group, context, genre and media as well as to apply suitable rhetorical strategies.
  • Identify significant values in the cultural context and cultural differences within corporate communication and to adapt the message accordingly.
  • Account for underlying theoretical aspects of market communication and their application in specific situations.


Teaching methods and study activities

A combination of tutorials, lectures, pair and group work, oral presentations and problem-based tuition. Great emphasis is put upon active student participation including preparation, discussion and presentation of cases, exercises, assignments and texts. Expected workload: 137.5 hours of student work.
Participation of lecturer and students 
Initiated by the lecturer
Approx. 25 hours - 18 %
  • Lessons, scheduled
  • Tests
Participation of students
Initiated by the lecturer
74.3 hours - 54 %
  • Assignments, self-study
  • Group work
  • Homework and preparation for tests
  • Evaluation of the teaching
Participation of students
Initiated by students
36 hours - 26.5 %
  • Homework and preparation for tests
  • Self-study
  • Study groups
  • Literature search
Participation of lecturer and students 
initiated by students
2 hours -1.5 %
  • Debate meetings
  • Study guidance


Title of textbook will be given at the beginning of the course. Notes and hand-outs.


Two compulsory written assignments and a compulsory written test account for 100% of the final mark.

Lack of submission on the specified date will result in the mark -3.
Please note that re-examinations may take a different form than the ordinary tests.


Allowed tools: All

Internal examiner

Please note that re-examinations may take a different form than the ordinary exams.

Grading criteria

Course assignments account for 70 % of final grade.
Test accounts for 30 % of final grade.

Additional information




Hanne Larsen

Valid from

8/1/2019 12:00:00 AM

Course type

Global Business Engineering Classic
Language and Communication