Marketing communication management (5cr)

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

Journal articles:
Finne, Å. and Grönroos, C. 2017. Communication-in-use: customer-integrated marketing communication. European Journal of Marketing 51 (3), -, doi: 10.1108/EJM-08-2015-0553
Danaher, P., and Rossiter, J. 2011. Comparing perceptions of marketing communication channels. European Journal of Marketing 45 (1/2), 6-42, doi: 10.1108/03090561111095586
Gabrielli, V. and Balboni, B. 2010. SME practice towards integrated marketing communications. Marketing Intelligence & Planning 28 (3),275-290.
Valos, M., Habibi, F., Casidy, R., Driesener, C. and Maplestone, V. 2016. Exploring the integration of social media within integrated marketing communication frameworks: Perspectives of services marketers. Marketing Intelligence & Planning 34 (1),19-40.
Other:
Chaffey, D. and Ellis-Chadwick, F. 2016. Digital marketing. Sixth edition. Harlow: Pearson Education Limited.
Kotler, P., Keller, K., Goodman, M., Hansen, T. and Brady, M. 2016. Marketing management : european edition. 3rd. edition. Harlow: Pearson Education. Huom. Part 3 ja Part 5.

Teaching methods

Lectures (2 days) and seminar (1 day). Attending the seminar is compulsory (otherwise a virtual presentation)
Exercise with article review and a practical work, seminar presentation.

Exam schedules

No exam.

Completion alternatives

Seminar attendance can be virtual.

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.