Study Guide

Objective

On completion of the course the student can
- define the methods of integrated marketing communications
- utilize business industry collaboration in the work of the cultural manager
- use storytelling as a marketing tool
- utilize the business potential of event marketing
- utilize PR, promotion and content marketing as marketing methods
- evaluate the results of integrated marketing communications
- consider ethical guidelines, rules and agreements in their professional activities

Content

- Concepts of integrated marketing communications
- Business cooperation opportunities and good practices
- Event marketing
- PR and promotion
- Content marketing

Evaluation scale

0-5

Assessment criteria, satisfactory (1)

The student is able to describe elements of integrated marketing communications and combine different marketing communication methods. They identify good practices in industry collaboration and understand the basics of content marketing. The student recognizes the ethical principles of marketing and is able to apply them to marketing and communication activities.

Assessment criteria, good (3)

The student is able to describe elements of integrated marketing communications and combine different methods of marketing communications in a comprehensive way. They recognize good practices in industry collaboration and are able to use content marketing as part of their marketing repertoire. The student recognizes the ethical principles of marketing and is able to apply them to marketing and communication activities. The student is able to evaluate the results of integrated marketing communications.

Assessment criteria, excellent (5)

The student is able to describe the elements of integrated marketing communications and combine the methods of marketing communications into a coherent whole. They recognize good practices in industry collaboration and are able to use content marketing as part of their marketing repertoire. The student recognizes the ethical principles of marketing and is able to apply them to marketing and communication activities. The student is able to evaluate, interpret and develop the results of integrated marketing communications.

Assessment criteria, approved/failed

The student is able to describe elements of integrated marketing communications and combine different marketing communication methods. They identify good practices in industry collaboration and understand the basics of content marketing. The student recognizes the ethical principles of marketing and is able to apply them to marketing and communication activities.