Study Guide

Objective

The student is able to 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 is able to 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

- The impact of marketing communication
- The role of marketing communications in building a corporate image and brand
- Marketing Communication Tools and Design Process, Inbound and Outbound Marketing
- Digital marketing communications
- Integrated marketing communication
- Latest themes in marketing communications.

Materials

- 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. Saatavana: https://kauppakamaritieto-fi.libts.seamk.fi/fi/s/ak/kirjat/menesty-digimarkkinoinnilla-2018/?coll=7
-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.
-Opintojakson moodle-sivustolla oleva materiaali (luentokalvot ja artikkelit)
-Muu luennoitsijan ilmoittama materiaali.

Teaching methods

-Lecture videos
-Independent work
-Feedback and guidance

Student workload

Total workload 108 h
- lecture videos
- independent work
- assignments

Content scheduling

- The impact of marketing communication
- The role of marketing communications in building a corporate image and brand
- Marketing Communication Tools and Design Process
- Inbound and Outbound Marketing
- Digital marketing communications
- Integrated marketing communication
- Latest themes in marketing communications

Evaluation scale

1-5

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 is able to partially compare the ways and forms of marketing communications and to prepare a narrow marketing communication plan for an SME. The student is able to use some of the digital marketing tools. Students are able to 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 well. The student is able to apply the basic principles of communication in marketing communication planning well. The student is able to analytically compare the means and forms of marketing communication and to design a goal-oriented marketing communication plan for an SME. The student is able to use a number of digital marketing communication tools. The student is able to take into account 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 to an excellent standard. The student is able to apply the basic principles of communication in marketing communication planning. The student is able to analytically and legitimately compare the ways and forms of marketing communication and to formulate a goal-oriented marketing communication plan for an SME. The student is able to use a variety of digital marketing communications tools in a creative way. The student is able to use the holistic approach of integrating marketing communication into the marketing communication plan. The student is able to measure the implementation of marketing communication with various indicators and develop marketing communication in the SME.

Assessment methods and criteria

- Learning assignments