Planning Integrated Marketing Communications (6cr)

Objective

Students are able to define means of marketing communications and can recognize the importance of integrated and digital marketing communications. Students can apply the basic theories of communication to plan and evaluate marketing communications on strategic and operative level. They can compare the means and forms of marketing communications and draw up an efficient plan for marketing communications. Students can analyze, plan and develop marketing actions according to company's strategic objectives.

Content

- Means of marketing communications
- Implementing and evaluating marketing communications
- Planning integrated marketing communications
- Planning digital marketing
- Digital media and internet marketing
- Marketing in social media and mobile marketing
- Objectives of marketing and indicators
- Formulating a brief for advertising agency

Materials

-Kortesuo, K. 2014a. Sano se someksi 1. Ammattilaisen käsikirja sosiaaliseen mediaan. Helsinki: Kauppakamari.
Kortesuo, K. 2014b. Sano se someksi 2. Organisaation käsikirja sosiaaliseen mediaan. Helsinki: Kauppakamari.
-Siniaalto, M. 2014. Sosiaalisen median menestysreseptit. Helsinki: Helsingin Seudun Kauppakamari. Helsingin Kamari Oy & Marika Siniaalto.
-Juslén, J. 2011. Nettimarkkinoinnin karttakirja. Helsinki: Tietosykli.
-Kananen, J. 2013. Digimarkkinointi ja sosiaalinen media liiketoiminnassa. Miten yritykset voivat saavuttaa tuloksia digimarkkinoinnilla ja sosiaalisella medialla?. Jyväskylä: Jyväskylän ammattikorkeakoulu.
-Karjaluoto, H. 2010. Digitaalinen markkinointiviestintä : esimerkkejä parhaista käytännöistä yritys- ja kuluttajamarkkinointiin. Helsinki: Docendo.
-Fill, Chris. 2006. Marketing communications : engagements, strategies and practice. Prentice Hall.
-Vuokko, Pirjo. 2003. Markkinointiviestintä merkitys, vaikutus ja keinot.
-Learning material and articles on the Moodle site
-Material provided by lecturer

Teaching methods

-Lectures
-Group work
-Independent work

Student workload

Total workload 160 h
- lectures
- group work
- independent work

Assessment criteria, satisfactory (1)

The student has carried out work and participated as instructed. Students are able to use the basic theories of communication to plan marketing communications. They can sort out the means and forms of marketing communications and digital marketing. Students can draw up a basic plan for marketing communications.

Assessment criteria, good (3)

The student has carried out work well and participated actively. Students are able to apply the basic theories of communication to plan marketing communications. They can compare the means and forms of marketing communications and draw up an efficient plan for marketing communications.

Assessment criteria, excellent (5)

The student has carried out work to an excellent standard and participated actively and constructively. Students are able to apply the basic theories of communication to plan marketing communications. They can compare the means and forms of marketing communications and draw up an efficient plan for marketing communications.

Qualifications

Marketing studies in virtual enterprise activities