Planning Integrated Marketing Communications (5cr)

Evaluation scale

1-5

Objective

Students are able to apply the basic theories of communication to plan marketing communication. They can compare the means and forms of marketing communication and draw up an efficient plan for marketing communication. Students can analyze the impact and importance of marketing communication in business image and brand building. Students know the most important legislation conserning marketing communication.

Content

- Impact of marketing communication and various models
- Role of communication in image and brand building
- Means and planning process of marketing communication
- Media planning and integrated communication thinking
- legislation conserning marketing communication

Materials

Vuokko, Pirjo. 2003. Markkinointiviestintä merkitys, vaikutus ja keinot.
Virtanen, Pertti 2010. Markkinoi ja myy oikein. Sallitut ja kielletyt markkinointikeinot.
Other material announced by the lecturer.

Teaching methods

Lectures and exercises.

Student workload

Workload about 134 h
- lecturers and guided practice 60 h
- independent work 74 h

Assessment criteria, satisfactory (1)

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 communication. They can compare the means and forms of marketing communication and draw up an efficient plan for marketing communication. Students can analyze the impact and importance of marketing communication in business image and brand building.
Good (4-3): The student has carried out work well and participated actively. Students are able to apply the basic theories of communication to plan marketing communication. They can compare the means and forms of marketing communication and draw up an efficient plan for marketing communication. Students can analyze the impact and importance of marketing communication in business image and brand building.
Satisfactory (2-1): The student has carried out work and participated as instructed. Students are able to use the basic theories of communication to plan marketing communication. They can sort out the means and forms of marketing communication and draw up a plan for marketing communication. Students can carry out marketing communication in different kind of organizations.