Developing Marketing Communications (5 cr)

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

Markkinoinnin osuuden opetus tapahtuu pääsääntöisesti Myyrmäen kampuksella

Materials

Opettajan tuottama luentomateriaali

Ei erillistä kurssi- tai tenttikirjaa, mutta mahdollista lisälukemista (löytyvät Metropolian kirjastosta):

Eagle 2021: Marketing communications

Fennis & Stroebe 2021: The psychology of advertising

Jerome 2022: Integrated marketing communication : advertising and promotion in a digital world

Pelsmacker, Geuens & Bergh 2021: Marketing communications : a European perspective

Percy & Rosenbaum-Elliot 2016: Strategic advertising management

Teaching methods

Markkinoinnin osuus:
Luento-opetus
Mahdolliset vierailijaluennot
Mahdolliset tuntitehtävät
Yksilötyönä tehtävä yritysraportti
Koko syksyn ajan ryhmätyönä rakennettava markkinointiviestintäkampanja
Kampanjan ryhmätyönä laadittavat kirjallinen raportti & visuaalinen esitys

Osan kurssista opettaa viestinnän opettaja

Employer connections

Mahdolliset vierailijaluennoitsijat yritysmaailmasta

Exam schedules

Kurssilla ei ole erillistä tenttiä

Completion alternatives

Markkinointiviestintäkampanja on mahdollista poikkeustapauksissa rakentaa myös itsenäisesti yksilötyönä - keskustele opettajan kanssa

Viestinnän osuus: neuvottele suoraan opettajan kanssa

Student workload

Luento-opetusta kampuksella viikkoon 50 asti

Intensiiviviikolla 42 itsenäistä työskentelyä kampanjan parissa

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

Markkinoinnin osuus:
- Yksilöraportti
- Ryhmätyönä tehtävä kampanjan kirjallinen raportti
- Ryhmätyönä laadittava visuaalinen kampanjapresentaatio
- Kampanjan myyvä esittely joulukuussa
- Muiden ryhmien kampanjaesitysten opponointi

Viestinnän osuus:
Kyseisen osuuden opettaja tiedottaa asiasta erikseen

Ei erillistä tenttiä

Qualifications

Marketing or equivalent competences

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

Qualifications

Marketing or equivalent competences