Study Guide

Objective

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

Location and time

Zoomissa & kampuksella lukujärjestyksen mukaisesti

Materials

Opettajan tuottama luentomateriaali

Ei erillistä kurssi- tai tenttikirjaa, mutta mahdollista lisälukemista:

Fennis & Stroebe 2021: The psychology of advertising

Percy & Rosenbaum-Elliot 2016: Strategic advertising management

Kotler & Armstrong: Principles of Marketing (2018) seuraavat luvut:
14 Engaging Consumers and Communicating Customer Value
15 Advertising and Public Relations
17 Direct, Online, Social Media and Mobile Marketing

Fahy & Jobber: Foundations of marketing (2019) seuraavat luvut:
Part 3: Integrated Marketing Communications I & II

Teaching methods

Luento-opetus kampuksella ja verkossa
Mahdolliset vierailijaluennot ISS:n edustajalta
Mahdolliset tuntitehtävät
Yrityksen taustaselvitysraportti
Markkinointiviestintäkampanjan rakentaminen
Kampanjaidean pitchaus muille videon muodossa

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.

Assessment methods and criteria

Arvosana 1-5 tai hylätty (alle 50 pistettä):
Yrityksen tausta-analyysi: 30p
Kampanjaa koskeva kirjallinen raportti: 50p
Kampanjan pitchaus 20p
Bonus: Palautteen antaminen muiden pitcheihin 5p/palaute (max 15p)

Kaikki kurssin tehtävät on palautettava

Prerequisites

Marketing or equivalent competences