Artesis Plantijn Hogeschool Antwerpen
Business en Recht
Marketing communication31728/3519/2526/1/61
Study guide

Marketing communication

31728/3519/2526/1/61
Academic year 2025-26
Is found in:
  • Bachelor of Business Management, programme stage 1
    Specialisation:
    • Marketing
This is a single course unit.
Study load: 3 credits
Co-ordinator: Bauer Evelyn
Other teaching staff: Orlent Indra, Van den Eynde Nii
Languages: Dutch
Scheduled for: Semester 2
This course unit is marked out of 20 (rounded to an integer).
Possible deadlines for learning account: 15.03.2026 (2nd semester)
Re-sit exam: is possible.
Possibility of deliberation/tolerance: This course unit is eligible for deliberation/tolerance according to the criteria as determined by the degree programme you are enrolled in.
Total study time: 78,00 hours

Prerequisites

There are no prerequisites for this course.

Learning outcomes (list)

You understand and apply the marketing communication objectives.
You name the principles of ethically correct communication within the marketing sector.
You describe the concrete functioning of marketing communication.
You describe and illustrate the need to develop a multicultural dimension as part of the marketing communication plan.
You illustrate the basic principles of integrated communication.
You explain the influence of marketing communication on brand policy and brand value.
You apply the principles of segmentation, target group determination and positioning.

Study material (list)

MarketingcommunicatieMandatory€ 64,95
  • Author: Patrick De Pelsmacker
Teaching material via DigitapMandatory

Educational organisation (list)

Learning Activities
Lectures and / or tutorials24,00 hours
Work time outside of contact hours54,00 hours

Evaluation (list)

Evaluation(s) for first exam chance
MomentForm%Remark
1st examination periodKnowledge and comprehension test during the examination series100,00Open en/of gesloten vragen
Gesloten boek
Evaluation(s) for re-sit exam
MomentForm%Remark
2nd examination periodKnowledge and comprehension test during the examination series100,00Open en/of gesloten vragen
Gesloten boek