Marketing Communication in Creative FieldsLaajuus (5 ECTS)

Objective

After completing the course, the student is able to apply and utilize marketing communication as a strategic tool in the creative industries with clear objectives. They are capable of delving into a chosen topic, as well as identifying, planning, analyzing, and solving problems. The student works professionally, taking into account ethical guidelines, rules, and agreements.

Content

- Event marketing
- Influencer marketing
- Social marketing
- PR and promotion
- Marketing communication ethics

Assessment criteria, satisfactory (1)

The student recognizes the basic concepts of marketing communication in the creative fields. They identify marketing communication tools, such as event marketing, influencer marketing, and social marketing. The student understands what a marketing communication plan includes. They are aware of professional ethical practices in the field.

Assessment criteria, good (3)

The student is able to apply basic marketing communication concepts in the creative industries and identify areas for development. They can select and utilize marketing communication tools, such as event marketing, influencer marketing, and social marketing, to design and implement marketing solutions. The student is capable of analyzing their chosen topic and working on marketing communication plans. They understand professional ethical practices in the field.

Assessment criteria, excellent (5)

The student is able to apply marketing communication in the creative fields as a strategic tool and use it purposefully. They can analyze their chosen topic in depth and identify the organization's needs through marketing communication methods. The student can create new approaches and successfully justify their views. They are able to assess and develop marketing communication according to the organization’s internal and external needs, taking into account event marketing, influencer marketing, social marketing, PR and promotion campaigns, as well as the ethical aspects of marketing communication.

Assessment criteria, approved/failed

The student recognizes the basic concepts of marketing communication in the creative fields. They identify marketing communication tools, such as event marketing, influencer marketing, and social marketing. The student understands what a marketing communication plan includes. They are aware of professional ethical practices in the field.