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Marketing Communications (Service Learning)

A service learning module
During the module students will help a not for profit organization (like a church, a student association, sports club, a charity project), small business, a starting entrepreneur with the design, management and planning and professionalization of the marketing communication.

By means of a real-world project for a company or organization students learn to design and to handle an integrated marketing communication plan. During the module students will deepen their competences in the areas of marketing communication management, public relations, visual design, multi-media production and copywriting. Students will work in a team of about 4 students and will become a specialist in one of the mentioned disciplines. So students will become a specialist in one of the mentioned disciplines, but on the other hand they will become a generalist in the whole area of marketing communications because they will have to share the specialist knowledge with each other and explain it to a non- specialist by means of teamwork and a conference assignment they will have to do.

In this module students will face a number of challenges, like:
-  integrating creative ideas and design into strategic plans and marketing plans,
-  integrating the various instruments of the marketing communications mix,
-  building a successful brand,
-  finding out how marketing communications can be instrumental in achieving company objectives, and how they can be applied in a real organization,
-  developing practical knowledge and skills in giving strategic advice to managers

Development of Management skills:
By doing the project in the module the student will have experience with one or more of the following skills: time management, project management, communication skills in teams (empowerment, team creation, delegation, communication, listening skills, and conflict management), leadership, sales skills (negotiation, convincing, listening), coaching and feedback, creativity (problem solving, learning skills).


During this module students learn how to design a marketing communication plan and how to explain the plans to a client (representative of a company or organization). Studying theories about strategy and the tactics of the marketing communication plan are studied and knowledge and insight is shown by the production of a website, commercial, a folder, a direct-marketing campaign and a video production, in order to be able to:

Students will have to apply their prior knowledge and understanding and problem-solving abilities in a project for an existing organization by means of:

- Making an analyses of the marketing communication profile of an existing organization
- Designing an integrated marketing communications strategy for the organization involved
- Integrating knowledge from the disciplines marketing, communication, and project management.

- Working in a multi-disciplinary project team
- To make the project to a good end, students will have to integrate knowledge and have to handle complexity in the areas of:
- Using prior knowledge of the team members,
- Handling the project management of a so called ‘ill structured’ problem (so not clearly defined)

During the module students will have to do briefings with the client involved. At the end of the module the students will have to do a presentation for both the client and the tutor. Both the briefings and the presentation are focused on the client. In this way the students will have to transpose the knowledge and plans to the appropriate level of the client they do the project for. Being part of a multi-disciplined project team (each student a different function), students will develop project management skills like in a real-world professional situation.

at the end of the module the student is able to:

(Knowledge and insight:)
1- design an integrated marketing communication plan for a small business or not for profit organization (group work).
(Applying knowledge and understanding:)
2- apply a proven professional method for the design of an integrated marketing communication plan (group work)
3- design an effective and consistent line of materials to be used as instruments in an integrated marketing communication plan: direct marketing, audio visual or multi-media production, website, advertising and folder, using digital techniques (group work)
4- handle project work (including multicultural aspects) in a professional way and to apply professional knowledge about project management in a real life project (group work).
(Making judgements:)
5- gather and interpret relevant information for the projects for the purpose of analyzing a marketing communication strategy of an organization.
6- communicate information, ideas, problems and solutions to both specialist and non-specialist audiences by means of briefings and presentations (groupwork and individual)
(Learning skills:)
7- apply knowledge and understanding of a specialized area of marketing communication using advanced text books in a professional report about the project
8- relate his / her practical experience to methods used in advanced text books he / she has done in an authentic way (individual)
9- make an analysis of his / her personal professional development related to a professional management competences profile (individual)
10- relate his / her competence development to the objectives and core abilities in the module by means of a professional report (individual)

Aanvullende informatie

In order to fully prepare you for your Kies op Maat study at NHL Stenden, two introduction days -together with incoming exchange students from abroad- are scheduled. During these days you will get a campus tour, meet teachers and staff, learn how to use (ICT) facilities on campus and you will be introduced to the student life. Moreover, we offer an introduction to our learning system: Problem Based Learning (PBL). Understanding the PBL system is fundamental for your successful study experience at NHL Stenden. Therefore we expect you to be present these two days.


All students who passed the foundation year and participated in the second year. 




Suggested basic literature is:

Gerry Johnson, Kevan Scholes, Richard Whittington,Exploring Corporate Strategy
B. Joseph, II Pine, The Experience Economy, Work is Theatre & Every Business a Stage
George E. Belch, Michael A. Belch, Advertising and promotion: an integrated marketing communications perspective
John Burnett, Sandra Moriarty, Introduction to marketing communication: an integrated approach
Chris Fill, Marketing communications: contexts, contents and strategies
Patrick de Pelsmacker, Maggie Geuens, Joeri Van den Bergh, Marketing Communications,
Roel Grit, Project Management: a practical approach , Wolters-Noordhoff, Groningen NL