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Marketing Communication ManagementLaajuus (5 cr)

Code: KD00CD33

Objective

The student is able to plan, evaluate and manage goal-oriented, integrated marketing communications on operational and strategic level of a firm. The student can plan marketing communications in different stages of customer relationships and is able to use the possibilities of digital marketing. The student is able to use marketing communication measurement instruments in analyzing and developing marketing communication activities in line with strategic goals of a company.

Content

Objectives and planning marketing communications
Integrated marketing communications
Implementing, measuring and evaluating marketing communications
Digital marketing
Roles of advertising agencies and other sub-contractors
Managing marketing communications

Assessment criteria, satisfactory (1)

The student has carried out work and participated as instructed. The student is able to use the basic theories of communication to plan marketing communications. The student can sort out the means and forms of marketing communications and digital marketing. The student is able to manage marketing communications in line with the firm’s strategy. Students can draw up a basic plan for marketing communications. The student can evaluate his/her abilities to manage marketing communications.

Assessment criteria, good (3)

The student has carried out work well and participated actively. The student is able to use the theories of communication to plan marketing communications well. The student can sort out the means and forms of marketing communications and digital marketing on good standard. The student is able to manage marketing communications in line with the firm’s strategy. Students can draw up a good plan for marketing communications. The student can evaluate his/her abilities to manage marketing communications.

Assessment criteria, excellent (5)

The student has carried out work to an excellent standard and participated actively and constructively. The student is able to use the theories of communication to plan marketing communications excellently. The student can sort out the means and forms of marketing communications and digital marketing on excellent standard. The student is able to manage marketing communications in line with the firm’s strategy. Students can draw up an excellent plan for marketing communications. The student can evaluate his/her abilities to manage marketing communications.

Enrollment

22.04.2024 - 04.09.2024

Timing

26.08.2024 - 31.12.2024

Credits

5 op

Virtual proportion (cr)

5 op

Teaching languages
  • Finnish
Teachers
  • Satu Lautamäki
Responsible person

Elisa Kannasto

Scheduling groups
  • Avoin AMK (Ei koske tutkinto-opiskelijaa) (Size: 10. Open UAS: 10.)
Student groups
  • YRKK24R
    Master of Hospitality Management, Food Chain Development
  • YLI23
    Master of Business Administration, Business Competence
  • YRKK22R
  • YKUTU23
    Master of Culture and Arts, Cultural Management
  • LIIKE24S
    Development of Business Competence
  • YRKK24I
    Master of Engineering, Food Chain Development
  • YRKK24A
    Master of Natural Resources, Food Chain Development
Education groups
  • Open UAS (Doesn't apply to degree student)

Objective

The student is able to plan, evaluate and manage goal-oriented, integrated marketing communications on operational and strategic level of a firm. The student can plan marketing communications in different stages of customer relationships and is able to use the possibilities of digital marketing. The student is able to use marketing communication measurement instruments in analyzing and developing marketing communication activities in line with strategic goals of a company.

Content

Objectives and planning marketing communications
Integrated marketing communications
Implementing, measuring and evaluating marketing communications
Digital marketing
Roles of advertising agencies and other sub-contractors
Managing marketing communications

Materials

Articles (in Moodle):
Eng, T-Y. & Spickett-Jones, G. (2020). Marketing Communications for the SME. In S. Nwankwo & A. Gbadamosi (Eds). Entrepreneurship Marketing : Principles and Practice of SME Marketing, pp. 162-173.

Azemin, Y., Ozuem, W., Wiid, R. & Hobson, A. (2022). Luxury fashion brand customers’ perceptions of mobile marketing: Evidence of multiple communications and marketing channels. Journal of Retailing and Consumer Services 66 (2022), 102944.

Seric, M., Ozretic-Dosen, D., Skare, V. (2020). How can perceived consistency in marketing communications influence customere brand relationship outcomes? European Management Journal 28, 335-343.

Hänninen, N. & Karjaluoto, H. (2017). The effect of marketing communication on business
relationship loyalty. Marketing Intelligence & Planning 35(4), 458-472.

More reading:
Clow, K. & Baack, D. (2022). Integrated advertising, promotion, and marketing communications, 9th Ed, Pearson Education Limited.

Vahtola, M. (2020). Intohimona brändit : kolme vuosikymmentä brändien parissa, Docendo.

Teaching methods

Distance teaching, a development plan for a company

Student workload

135 h (virtual lectures, assignments and development plan for a company)

Evaluation scale

1-5

Assessment criteria, satisfactory (1)

The student has carried out work and participated as instructed. The student is able to use the basic theories of communication to plan marketing communications. The student can sort out the means and forms of marketing communications and digital marketing. The student is able to manage marketing communications in line with the firm’s strategy. Students can draw up a basic plan for marketing communications. The student can evaluate his/her abilities to manage marketing communications.

Assessment criteria, good (3)

The student has carried out work well and participated actively. The student is able to use the theories of communication to plan marketing communications well. The student can sort out the means and forms of marketing communications and digital marketing on good standard. The student is able to manage marketing communications in line with the firm’s strategy. Students can draw up a good plan for marketing communications. The student can evaluate his/her abilities to manage marketing communications.

Assessment criteria, excellent (5)

The student has carried out work to an excellent standard and participated actively and constructively. The student is able to use the theories of communication to plan marketing communications excellently. The student can sort out the means and forms of marketing communications and digital marketing on excellent standard. The student is able to manage marketing communications in line with the firm’s strategy. Students can draw up an excellent plan for marketing communications. The student can evaluate his/her abilities to manage marketing communications.

Assessment methods and criteria

1-5 (based on development plan for a company, other assignments accepted/not accepted)

Enrollment

17.04.2023 - 06.09.2023

Timing

28.08.2023 - 17.12.2023

Credits

5 op

Virtual proportion (cr)

5 op

Teaching languages
  • Finnish
Teachers
  • Sanna Joensuu-Salo
Student groups
  • YLI23
    Master of Business Administration, Business Competence
  • YRKK22R
  • YKUTU23
    Master of Culture and Arts, Cultural Management

Objective

The student is able to plan, evaluate and manage goal-oriented, integrated marketing communications on operational and strategic level of a firm. The student can plan marketing communications in different stages of customer relationships and is able to use the possibilities of digital marketing. The student is able to use marketing communication measurement instruments in analyzing and developing marketing communication activities in line with strategic goals of a company.

Content

Objectives and planning marketing communications
Integrated marketing communications
Implementing, measuring and evaluating marketing communications
Digital marketing
Roles of advertising agencies and other sub-contractors
Managing marketing communications

Materials

Articles (in Moodle):
Eng, T-Y. & Spickett-Jones, G. (2020). Marketing Communications for the SME. In S. Nwankwo & A. Gbadamosi (Eds). Entrepreneurship Marketing : Principles and Practice of SME Marketing, pp. 162-173.

Azemin, Y., Ozuem, W., Wiid, R. & Hobson, A. (2022). Luxury fashion brand customers’ perceptions of mobile marketing: Evidence of multiple communications and marketing channels. Journal of Retailing and Consumer Services 66 (2022), 102944.

Seric, M., Ozretic-Dosen, D., Skare, V. (2020). How can perceived consistency in marketing communications influence customere brand relationship outcomes? European Management Journal 28, 335-343.

Hänninen, N. & Karjaluoto, H. (2017). The effect of marketing communication on business
relationship loyalty. Marketing Intelligence & Planning 35(4), 458-472.

More reading:
Clow, K. & Baack, D. (2022). Integrated advertising, promotion, and marketing communications, 9th Ed, Pearson Education Limited.

Vahtola, M. (2020). Intohimona brändit : kolme vuosikymmentä brändien parissa, Docendo.

Teaching methods

Virtual course in Moodle and a development plan for a company

Student workload

135 h (virtual lectures, assignments and development plan for a company)

Evaluation scale

1-5

Assessment criteria, satisfactory (1)

The student has carried out work and participated as instructed. The student is able to use the basic theories of communication to plan marketing communications. The student can sort out the means and forms of marketing communications and digital marketing. The student is able to manage marketing communications in line with the firm’s strategy. Students can draw up a basic plan for marketing communications. The student can evaluate his/her abilities to manage marketing communications.

Assessment criteria, good (3)

The student has carried out work well and participated actively. The student is able to use the theories of communication to plan marketing communications well. The student can sort out the means and forms of marketing communications and digital marketing on good standard. The student is able to manage marketing communications in line with the firm’s strategy. Students can draw up a good plan for marketing communications. The student can evaluate his/her abilities to manage marketing communications.

Assessment criteria, excellent (5)

The student has carried out work to an excellent standard and participated actively and constructively. The student is able to use the theories of communication to plan marketing communications excellently. The student can sort out the means and forms of marketing communications and digital marketing on excellent standard. The student is able to manage marketing communications in line with the firm’s strategy. Students can draw up an excellent plan for marketing communications. The student can evaluate his/her abilities to manage marketing communications.

Assessment methods and criteria

1-5 (based on development plan for a company, other assignments accepted/not accepted)

Enrollment

01.08.2022 - 31.10.2022

Timing

15.08.2022 - 30.11.2022

Credits

5 op

Virtual proportion (cr)

5 op

Teaching languages
  • Finnish
Degree programmes
  • Master of Hospitality Management, Food Chain Development
Teachers
  • Sanna Joensuu-Salo
Student groups
  • YRKK22R
  • LIPA22S
    Business and service development

Objective

The student is able to plan, evaluate and manage goal-oriented, integrated marketing communications on operational and strategic level of a firm. The student can plan marketing communications in different stages of customer relationships and is able to use the possibilities of digital marketing. The student is able to use marketing communication measurement instruments in analyzing and developing marketing communication activities in line with strategic goals of a company.

Content

Objectives and planning marketing communications
Integrated marketing communications
Implementing, measuring and evaluating marketing communications
Digital marketing
Roles of advertising agencies and other sub-contractors
Managing marketing communications

Materials

Articles (in Moodle):
Eng, T-Y. & Spickett-Jones, G. (2020). Marketing Communications for the SME. In S. Nwankwo & A. Gbadamosi (Eds). Entrepreneurship Marketing : Principles and Practice of SME Marketing, pp. 162-173.

Azemin, Y., Ozuem, W., Wiid, R. & Hobson, A. (2022). Luxury fashion brand customers’ perceptions of mobile marketing: Evidence of multiple communications and marketing channels. Journal of Retailing and Consumer Services 66 (2022), 102944.

Seric, M., Ozretic-Dosen, D., Skare, V. (2020). How can perceived consistency in marketing communications influence customere brand relationship outcomes? European Management Journal 28, 335-343.

Hänninen, N. & Karjaluoto, H. (2017). The effect of marketing communication on business
relationship loyalty. Marketing Intelligence & Planning 35(4), 458-472.

More reading:
Clow, K. & Baack, D. (2022). Integrated advertising, promotion, and marketing communications, 9th Ed, Pearson Education Limited.

Vahtola, M. (2020). Intohimona brändit : kolme vuosikymmentä brändien parissa, Docendo.

Teaching methods

Virtual course in Moodle and a development plan for a company

Student workload

135 h (virtual lectures, assignments and development plan for a company)

Evaluation scale

1-5

Assessment criteria, satisfactory (1)

The student has carried out work and participated as instructed. The student is able to use the basic theories of communication to plan marketing communications. The student can sort out the means and forms of marketing communications and digital marketing. The student is able to manage marketing communications in line with the firm’s strategy. Students can draw up a basic plan for marketing communications. The student can evaluate his/her abilities to manage marketing communications.

Assessment criteria, good (3)

The student has carried out work well and participated actively. The student is able to use the theories of communication to plan marketing communications well. The student can sort out the means and forms of marketing communications and digital marketing on good standard. The student is able to manage marketing communications in line with the firm’s strategy. Students can draw up a good plan for marketing communications. The student can evaluate his/her abilities to manage marketing communications.

Assessment criteria, excellent (5)

The student has carried out work to an excellent standard and participated actively and constructively. The student is able to use the theories of communication to plan marketing communications excellently. The student can sort out the means and forms of marketing communications and digital marketing on excellent standard. The student is able to manage marketing communications in line with the firm’s strategy. Students can draw up an excellent plan for marketing communications. The student can evaluate his/her abilities to manage marketing communications.

Assessment methods and criteria

1-5 (based on development plan for a company, other assignments accepted/not accepted)

Enrollment

01.08.2021 - 31.01.2022

Timing

04.01.2022 - 20.03.2022

Credits

5 op

Virtual proportion (cr)

1 op

Teaching languages
  • Finnish
Degree programmes
  • Master's Degree Programme in Business Competence
  • Master’s Degree Programme in Applied Gerontology
  • Master of Culture and Arts
  • Master's Degree Programme in Development and Management of Social Work and Health Care
  • Master of Hospitality Management, Food Chain Development
Teachers
  • Sanna Joensuu-Salo
Student groups
  • YKUTU21
  • YRKK20R
  • YIKA21
    Master's Degree Programme in Applied Gerontology
  • YLI21
  • YKEJO21

Objective

The student is able to plan, evaluate and manage goal-oriented, integrated marketing communications on operational and strategic level of a firm. The student can plan marketing communications in different stages of customer relationships and is able to use the possibilities of digital marketing. The student is able to use marketing communication measurement instruments in analyzing and developing marketing communication activities in line with strategic goals of a company.

Content

Objectives and planning marketing communications
Integrated marketing communications
Implementing, measuring and evaluating marketing communications
Digital marketing
Roles of advertising agencies and other sub-contractors
Managing marketing communications

Materials

Articles (in Moodle)
Rämö, S. 2019. Viesti perille: tuloksellista markkinointiviestintää ja sisällöntuotantoa. Edita Publishing.
McDonald, M. 2016. Marketing plans : how to prepare them, how to profit from them. Wiley.

Teaching methods

Lectures, group works, virtual seminar and a development plan for a company

Student workload

135 h (lectures, seminar and development plan for a company)

Evaluation scale

1-5

Assessment criteria, satisfactory (1)

The student has carried out work and participated as instructed. The student is able to use the basic theories of communication to plan marketing communications. The student can sort out the means and forms of marketing communications and digital marketing. The student is able to manage marketing communications in line with the firm’s strategy. Students can draw up a basic plan for marketing communications. The student can evaluate his/her abilities to manage marketing communications.

Assessment criteria, good (3)

The student has carried out work well and participated actively. The student is able to use the theories of communication to plan marketing communications well. The student can sort out the means and forms of marketing communications and digital marketing on good standard. The student is able to manage marketing communications in line with the firm’s strategy. Students can draw up a good plan for marketing communications. The student can evaluate his/her abilities to manage marketing communications.

Assessment criteria, excellent (5)

The student has carried out work to an excellent standard and participated actively and constructively. The student is able to use the theories of communication to plan marketing communications excellently. The student can sort out the means and forms of marketing communications and digital marketing on excellent standard. The student is able to manage marketing communications in line with the firm’s strategy. Students can draw up an excellent plan for marketing communications. The student can evaluate his/her abilities to manage marketing communications.

Assessment methods and criteria

1-5 based on presentation in seminar and development plan