Marketing Communication and the Consumer


Course Objective

After successful completion of this course, students are expected to be
able to:
- Explain and describe theories and research on marketing communications
and consumer behavior;
- Distinguish the advantages and limitations of the different
theoretical frameworks for understanding marketing communications and
consumer behavior;
- Assess the relationships between different theories, frameworks, and
empirical findings on marketing communications and consumer behavior;
- Evaluate recent empirical research and societal developments related
to marketing communications and consumer behavior, and their
implications for executing marketing communications;
- Analyze and answer theoretical and practical questions related to
marketing communications by applying empirical research and theories on
marketing communications and consumer behavior;
- Critique traditional theoretical and practical marketing
communication-issues using the acquired knowledge on marketing
communications theories.

Course Content

A series of lectures introduces students to current issues and
developments in marketing communication and consumer behavior,
presenting students with insights on how to "build strong brands in a
modern marketing communications environment" (Keller, 2009). Particular
attention will be paid to theory and practice regarding how marketing
communications work (traditional view vs. challenging insights), new
technologies in the context of marketing communications (e.g., mobile
marketing), media planning, and useful brand metrics to assess the
performance of marketing communications. In our lectures, we will
discuss how scientific findings add to common marketing communication
practices in order to enable students to make well-informed decisions
regarding planning and executing marketing communications. Students will
also get a couple of guest lectures that deal with marketing
communication in practice. Active student participation is required
during the lectures and work groups.

Teaching Methods

Lectures, work groups.

Method of Assessment

Exam, assignment(s).


A selection of scientific articles and book chapters (to be announced on
the Canvas page of the course).

Target Audience

MSc students Communication Science.

Custom Course Registration

In this course you cannot enroll yourself for the tutorials, but you will be assigned by the course coordinator. You will find to which tutorial you are assigned in your personal schedule in VUnet. Note: You do have to register for the course, with the remaining corresponding parts!

Recommended background knowledge

Basic knowledge of theories and research on attitude formation and
change, persuasion, consumer behavior, and marketing communication (BA

General Information

Course Code S_MCC
Credits 6 EC
Period P1
Course Level 500
Language of Tuition English
Faculty Faculty of Social Sciences
Course Coordinator dr. G.M. van Koningsbruggen
Examiner dr. G.M. van Koningsbruggen
Teaching Staff dr. G.M. van Koningsbruggen
drs. C.H.J. Vaneker

Practical Information

You need to register for this course yourself

Teaching Methods Study Group*, Lecture

*You cannot select a group yourself for this teaching method, you will be placed in a group.

Target audiences

This course is also available as: