Study Guide

Objective

The student can apply the basic principles of communication theories in marketing communication planning. The student is able to compare the ways and forms of marketing communications and develop an effective marketing communication plan for an SME. The student can use the tools of digital marketing communication and implement marketing communication in a goal-oriented and integrated way in an SME. The student can measure the impact of marketing communications and evaluate its importance in building a corporate image and brand.

Content

- Digital and traditional means of marketing communication
- Planning, implementation, and evaluation of marketing communications
- Goals and metrics of marketing communications

Assessment criteria, satisfactory (1)

The student has completed the given tasks. The student is able to some extent apply the basic theories of communication in marketing communication planning. The student can partially compare the ways and forms of marketing communications and prepare a narrow marketing communication plan for an SME. The student is able to use some of the digital marketing tools. Students can explain the importance of integrated marketing communication and identify different indicators in marketing communication assessment.

Assessment criteria, good (3)

The student has completed the given tasks. The student is able to apply the basic principles of communication in marketing communication planning. The student can analytically compare the means and forms of marketing communication and to design a goal-oriented marketing communication plan for an SME. The student can use several digital marketing communication tools. The student is able to consider the aspect of integrated marketing communications when developing a marketing communication plan. The student is able to plan what indicators the SME should use in evaluating marketing communication.

Assessment criteria, excellent (5)

The student has performed assignments thoroughly. The student can apply versatile the basic principles of communication in marketing communication planning. The student can analytically and legitimately compare the ways and forms of marketing communication and formulate a goal-oriented marketing communication plan for an SME. The student is able to use a variety of digital marketing communications tools creatively. The student can use the comprehensive approach of integrating marketing communication into the marketing communication plan. The student can measure the implementation of marketing communication with various indicators and develop marketing communication in the SME.

Materials

Komulainen, M. 2023. Menesty digimarkkinoinnilla 2.0. 3. uudistettu painos. Kauppakamari.
Lahtinen, N., Pulkka, K., Karjaluoto, H. & Mero, J. 2022. Digimarkkinointi. Alma Talent.