Planning Integrated Marketing Communications (6cr)

Objective

Students are able to define means of marketing communications and can recognize the importance of integrated and digital marketing communications. Students can apply the basic theories of communication to plan and evaluate marketing communications on strategic and operative level. They can compare the means and forms of marketing communications and draw up an efficient plan for marketing communications. Students can analyze, plan and develop marketing actions according to company's strategic objectives.

Content

- Means of marketing communications
- Implementing and evaluating marketing communications
- Planning integrated marketing communications
- Planning digital marketing
- Digital media and internet marketing
- Marketing in social media and mobile marketing
- Objectives of marketing and indicators
- Formulating a brief for advertising agency

Materials

Vuokko, Pirjo. 2003. Markkinointiviestintä merkitys, vaikutus ja keinot.
Virtanen, Pertti 2010. Markkinoi ja myy oikein. Sallitut ja kielletyt markkinointikeinot.
Other material announced by the lecturer.
And
Karjaluoto, H. 2010. Digitaalinen markkinointiviestintä : esimerkkejä parhaista käytännöistä yritys- ja kuluttajamarkkinointiin. Helsinki: Docendo.
Material provided by lecturer

Teaching methods

Lecture and assignments, potentially online exam

Employer connections

No workplacement

Exam schedules

Potentially online exam

Completion alternatives

No.

Student workload

Digital marketing communications:
Total about 80 h
lectures 24 h
independent work 56 h

Assessment criteria, satisfactory (1)

The student has carried out work and participated as instructed. Students are able to use the basic theories of communication to plan marketing communications. They can sort out the means and forms of marketing communications and digital marketing. Students can draw up a basic plan for marketing communications.

Assessment criteria, good (3)

The student has carried out work well and participated actively. Students are able to apply the basic theories of communication to plan marketing communications. They can compare the means and forms of marketing communications and draw up an efficient plan for marketing communications.

Assessment criteria, excellent (5)

The student has carried out work to an excellent standard and participated actively and constructively. Students are able to apply the basic theories of communication to plan marketing communications. They can compare the means and forms of marketing communications and draw up an efficient plan for marketing communications.

Qualifications

Marketing studies in virtual enterprise activities