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Marketing communication management (5 cr)

Code: KD00CD33-3006

General information


Enrollment
22.04.2024 - 04.09.2024
Registration for the implementation has ended.
Timing
26.08.2024 - 31.12.2024
Implementation has ended.
Number of ECTS credits allocated
5 cr
Local portion
0 cr
Virtual portion
5 cr
Mode of delivery
Distance learning
Unit
SeAMK Study Affairs Services
Campus
SeAMK Seinäjoki, Frami
Teaching languages
Finnish
Teachers
Satu Lautamäki
Teacher in charge
Elisa Kannasto
Scheduling groups
Avoin AMK (Ei koske tutkinto-opiskelijaa) (Size: 10 . Open UAS : 10.)
Groups
YLI23
Master of Business Administration, Business Competence
YRKK24R
Master of Hospitality Management, Food Chain Development
YRKK24A
Master of Natural Resources, Food Chain Development
YRKK24I
Master of Engineering, Food Chain Development
LIIKE24S
Development of Business Competence
Small groups
Open UAS (Doesn't apply to degree student)
Course
KD00CD33

Evaluation scale

1-5

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)

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.

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