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Course plan

The creative brief 1. Communication objective: "Jolly skulle gres til et tidssvarende mrke, som er det foretrukne alternativ".Brand ambition (core of the brand): "DERES kl'r dig p".Target group and consumer insight (consumers' need for thebrand, both emotional and consumption wise): Targ

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Course plan

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    1. Course plan Session 5 Workshop: strategy/creative briefs Session 6 Workshop: continued Session 7 Aspects of international marketing communication and strategy Textbook: chapters 13, 14, 15 From the text collection: Percy, Rossiter & Elliott: The Strategic Planning Process Jon Steel: Serendipity – “got milk?” Session 8 a) Aspects of international marketing communication and strategy b) Course evaluation See lecture 7 From the text collection: H. David Hennessey: Marketing Communications Trends in the…… O’Connor, Galvin and Evans: Electronic Marketing and Marketing…..

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