Marketing Communications Planning in Libraries (4cr)

Evaluation scale

1-5

Objective

The student is able to plan and evaluate goal-oriented marketing communications on the operational and strategic levels in libraries. The student can produce integrated marketing communications plan for a library. The student is able to analyze, plan and develop marketing communication activities in line with strategic goals of a library. The student can evaluate his or her marketing communication competencies.

Content

- Objectives and planning marketing communications
- Integrated marketing communications
- Implementing and evaluating marketing communications
- Roles of advertising agencies and other sub-contractors

Materials

Bergström & Leppänen (2023): Yrityksen asiakasmarkkinointi, luku 5, s. 299-416 (myös e-kirjana)
Juntunen & Saarti (2014): Ulos kirjastosta: Kirjastojen markkinointiviestintä
Helinsky (2012): Pieni mutta tärkeä kirja kirjastojen markkinoinnista

Teaching methods

Verkkototeutus
Kaksi vapaaehtoista ohjauskertaa etäopetuksena

Exam schedules

Vko 49 Moodlessa

Student workload

Omaan tahtiin etenevä verkko-opiskelu, ryhmätyön tekeminen ja vertaisarviointi, tentti Moodlessa

Assessment criteria, satisfactory (1)

Satisfactory (2-1)
The student has carried out work and participated as instructed. The student is able to plan and evaluate goal-oriented marketing communications on the operational and strategic levels in a library. The student can produce integrated marketing communications plan for a library. The student is able to analyze, plan and develop marketing communication activities in line with strategic goals of a library. The student can evaluate his or her marketing communication competencies.

Assessment criteria, good (3)

Good (4-3)
The student has carried out work well and participated actively. The student is able to plan and evaluate goal-oriented marketing communications on the operational and strategic levels in a library well. The student can produce integrated marketing communications plan for a library. The student is able to analyze, plan and develop marketing communication activities in line with strategic goals of a library. The student can evaluate his or her marketing communication competencies.

Assessment criteria, excellent (5)

Excellent (5)
The student has carried out work to an excellent standard and participated actively and constructively. The student is able to plan and evaluate goal-oriented marketing communications on the operational and strategic levels in a library very well. The student can produce integrated marketing communications plan for a library. The student is able to analyze, plan and develop marketing communication activities in line with strategic goals of a library. The student can evaluate his or her marketing communication competencies critically.