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
-
YLI23Master of Business Administration, Business Competence
-
YRKK24RMaster of Hospitality Management, Food Chain Development
-
YRKK24AMaster of Natural Resources, Food Chain Development
-
YRKK24IMaster of Engineering, Food Chain Development
-
LIIKE24SDevelopment 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.