Marketing communication

Marketing communication offers a wide overview of theories, methods and applications of marketing communication in which all elements of the communication mix are addressed.

Goal of the course

The goal of the group work in the course is to get students familiar with making marketing and communication plans. The studens need to create an integrated marketing communication plan for a product, service or company in groups of 5 students.

The goal of the group work is to let student apply the different aspects of the communication mix, to define the right marketing and communication goals and to apply marketing strategies and tactics based on different communication tools. The group work helps students to think strategically about all relevant aspects when defining a marketing communication plan.

The students

The students in this course are master students Business Administration and Erasmus students. The course is in English since there are foreign students in the course.

Input at the start

The organisation needs to provide a brief description of the product or service via e-mail at the start of the course so it can be shared with the students. During the second or third week of the semester an on campus meeting of one hour is planned during which there needs to be a representative of the organisation. On top of that it is expected from participating organisations that they respond timely to questions of the students and that they are present during the final presentations of the students in December.

End result

The student deliver a plan of 12 pages which includes a situation analysis based on qualitative research, target audience, communication goals, message, communication tools, expected budget, timing of the actions and evaluation criteria.

Example projects

BeerSelect, Stad Gent, Strivecloud, Klingele Chocolade, Volley West-Vlaanderen, Grandeco


Teaching language



Worktime for students

To be determined


1st semester