Study Guide

Objective

The student is able to define different aspects of marketing communications and to recognize the importance of marketing communications in the business of a company. The student is able to plan and evaluate targeted marketing communications at both strategic and operational levels. The student is able to make a marketing communication plan. The student is able to analyze, plan and develop the company's marketing communication measures in accordance with the company's strategic goals.

Content

- Digital and traditional means of marketing communication
- Design, implementation, and evaluation of marketing communications
- Marketing communication objectives and indicators

Materials

-Komulainen, M. 2023. Menesty digimarkkinoinnilla 2.0. 3. uudistettu painos. Kauppakamari.
-Lahtinen, N., Pulkka, K., Karjaluoto, H. & Mero, J. ( 2022). Digimarkkinointi. Alma Talent.
-Halonen (2019). Vaikuttajamarkkinointi. Alma Talent.
-Rummukainen, M., Hakola, I. & Hiila, I. (2019). Sisältömarkkinoinnin työkalut. Helsinki. Alma Talent.
-Komulainen (2018). Menesty digimarkkinoilla. [Verkkokirja]. Helsinki: Helsingin seudun kauppakamari
-Siniaalto, M. (2014). Sosiaalisen median menestysreseptit. Helsinki: Helsingin Seudun Kauppakamari. Helsingin Kamari Oy & Marika Siniaalto.
-Kananen, J. (2013). Digimarkkinointi ja sosiaalinen media liiketoiminnassa. Miten yritykset voivat saavuttaa tuloksia digimarkkinoinnilla ja sosiaalisella medialla?. Jyväskylä: Jyväskylän ammattikorkeakoulu.
-Fill, Chris. (2006). Marketing communications : engagements, strategies and practice. Prentice Hall.
-Vuokko, Pirjo. (2003). Markkinointiviestintä merkitys, vaikutus ja keinot. Erityisesti markkinointiviestinnän suunnittelua koskeva luku.
-Lectures and other material in Moodle

Teaching methods

-Lectures
-Group work
-Independent work

Student workload

Total workload 160 h
- lectures about 40 h
- group work about 60 h
- independent work about 60 h

Content scheduling

-Lectures
-Independent work
-Group work

Evaluation scale

1-5

Assessment criteria, satisfactory (1)

The student has completed the assignments and participated in the course. The student can define several aspects of marketing communication and explain the importance of marketing communication. He/she can plan and execute marketing communications in a purposeful and integrated way.

Assessment criteria, good (3)

The student has completed the assignments and has actively participated in the course. The student can define several aspects of marketing communication and explain the importance of marketing communication. They can plan, evaluate, and execute marketing communications in an objective and integrated manner.

Assessment criteria, excellent (5)

The student has completed the assigned tasks and has participated actively and constructively in the course. The student can define the different areas of marketing communication and explain the meaning of marketing communication. She/he can concretely plan and comprehensively evaluate and implement marketing communications in a goal-oriented and integrated manner.

Assessment methods and criteria

Group work 50 %
Independent work 50 %

Qualifications

Marketing studies in virtual enterprise activities