Developing Marketing Communications (5 ECTS)

Learning outcomes

After completing the course the student will be able to develop and implement marketing communications for the company.

Content

- Developing the contents of marketing communications and their application
- Designing and writing marketing communication texts
- Convincing communication: pitching
- Channels, tools and applications for marketing communications
- Budgeting and purchasing goal-oriented marketing communications
- Measuring and monitoring the efficiency of marketing communications
- The ethical perspectives in marketing communications

Prerequisites

Marketing or equivalent competences

Teaching methods

• Online lessons and videos
• HubSpot Inbound certificate
• Marcom development plan (2-3 people project work/presentation mode: video)
• Peer review of marcom plans (individual work)

.

Location and time

Online Zoom https://metropolia.zoom.us/j/2032869322 according to schedule on Oma

Learning materials and recommended literature

• Material from lectures
• Inbound certificate: A free online certification with videos, transcripts slides and additional readings.
• Chaffey, Dave & Smith P R. Digital Marketing eXcellence: Planning and Optimizing Online Marketing, Routledge 2017, 5th Edition Required Resources and Readings:

Alternative completion methods of implementation

NA

Internship and working life connections

Team project for a company

Exam dates and retake possibilities

Ei tenttiä, ennakotehtävän deadline vkolla 4, projektityön deadline vkolla 9 ja vertaisarvioinnin deadline vkolla 10

Grading and workload
• HubSpot Inbound marketing certificate – individual online test
Minimum requirement passed equals 25p.
• HubSpot developmentplan/team project video 0-50p.
• Inbound plan – peer reviews – to be done individually 0-25p.
• Lectures/supervised activity: 12 hours
• Assignments and Project/unsupervised activity: 123 hours


Pls observe the following “house rules” for this course
• Each team in the project work has 2-3 members (not more)
• Late submissions of reports and/or Inbound sertificate max. 50% of max points
• Max.points for failed and then resubmissioned work is 50%
• Min. points for passing the course is 50p.
• Each assignment/project must be passed (min. 50% of max. points)

International connections

NA

Student workload

5 cr
Lectures/supervised activity: 20 hours
Assignments and Project/unsupervised activity: 110 hours

Content scheduling

Pre-assignment: HubSpot Inbound certificate


Planning marcom
CSA
Customer acquisition
Conversion optimization, OVP and content marketing
Reselling
Sharing

Further information for students

Teamproject to be worked on during the course

Assessment methods and criteria

Pre-assignment
Team Project
Peer review

Evaluation scale

0-5

Assessment criteria, satisfactory (1)

The student has achieved the course objectives fairly. The student will be able to identify, define and use the course subject area’s concepts and models. The student understands the criteria and principles of the expertise development.

Assessment criteria, good (3)

The student has achieved the course objectives well, even though the knowledge and skills need improvement on some areas. The student is able to define the course concepts and models and are able to justify the analysis. The student is able to apply his/her knowledge in leisure, study and work situations. The student understands the importance of expertise in the field of business and is able to analyze his/her own expertise.

Assessment criteria, excellent (5)

The student has achieved the objectives of the course with excellent marks. The student masters commendably the course subject area’s concepts and models. The student is able to make justified and fluent analysis and to present concrete development measures. The student is well prepared to apply his/her knowledge in leisure, study and work situations. The student is able to analyze the business sector expertise and the development of his/her own expertise.

Assessment criteria, approved/failed

The student has achieved the course objectives fairly. The student will be able to identify, define and use the course subject area’s concepts and models. The student understands the criteria and principles of the expertise development.