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

Lectures
Campaign report
Campaign pitch
Othe assignments given by the teacher

All assignments must be handed in for a grade

Location and time

Lectures online (Zoom)

Learning materials and recommended literature

No course/exam book, but book recommendations to those interested:

Barry, P. 2012. The advertising concept book: Think now, design later : a complete guide to creative ideas, strategies and campaigns. 2nd ed., revised and expanded. London: Thames & Hudson.

Eagle, L., Czarnecka, B., Dahl, S. & Lloyd, J. 2021. Marketing communications. Second edition. Abingdon, Oxon ; New York, NY: Routledge.

Juska, J. M. 2022. Integrated marketing communication: Advertising and promotion in a digital world. Second edition. New York, NY: Routledge.

Pelsmacker, P. d., Geuens, M. & Bergh, J. v. d. 2021. Marketing communications: A European perspective. Seventh edition. Harlow, England: Pearson.

Smith, P. R. & Zook, Z. 2024. Marketing communications: Integrating online and offline, customer engagement and digital technologies. Eighth edition. London: Kogan Page.

Alternative completion methods of implementation

Return of the course assignment without lecture participation

Internship and working life connections

Campaign creation for a company

Exam dates and retake possibilities

No exam

Student workload

Weekly lectures in Zoom
Largest assignments due at the end of the course

Assessment methods and criteria

Return of the course assignments: detailed evaluation criteria can be found in OMA

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.