Students are able to apply the basic theories of communication to plan marketing communication. They can analyze the significance of customer service as a competitive tool in the marketing of goods and services. They can compare the means and forms of marketing communication and draw up an efficient plan for marketing communication. Students can analyze the impact and importance of marketing communication in business image and brand building. They are able to plan and implement advertising campaigns in a target-oriented and integrated way in different organizations. Students are able to analyze the significance of networks and the company's internal interaction in the development of business.
Student's Workload
1. year:
- lecturers and guided practice 24 h, independent work 30 h
2. year:
- lectures group assignments 36 t, independent work 71 h
Prerequisites / Recommended Optional Courses
No previous studies are required.
Contents
- Impact of marketing communication and various models
- Customers as part of the production and consumption process
- Situations of serving customers and the management of them
- Personal performance in customer service
- Role of communication in image and brand building
- Means and planning process of marketing communication
- Planning advertising
- Media planning and integrated communication thinking
Recommended or Required Reading
1. year:
- Pesonen, H-L., Lehtonen, J. & Toskala, A. (2002). Asiakaspalvelu vuorovaikutuksena. Markkinointia, viestintää, psykologiaa
- material provided by the teacher
2. year:
- Vuokko P. 2003. Markkinointiviestintä merkitys, vaikutus ja keinot
- Material provided by the teacher
Mode of Delivery / Planned Learning Activities and Teaching Methods
- lectures, group assignments and guided practice
Assessment Criteria
Excellent (5): The student has carried out work to an excellent standard and participated actively and constructively. Students are able to apply the basic theories of communication to plan marketing communication. They can analyze the significance of customer service as a competitive tool in the marketing of goods and services. They can compare the means and forms of marketing communication and draw up an efficient plan for marketing communication. Students can analyze the impact and importance of marketing communication in business image and brand building. They are able to plan and implement advertising campaigns in a target-oriented and integrated way in different organizations. Students are able to analyze the significance of networks and the company's internal interaction in the development of business.
Good (4-3): The student has carried out work well and participated actively. Students are able to apply the basic theories of communication to plan marketing communication. They can analyze the significance of customer service as a competitive tool in the marketing of goods and services. They can compare the means and forms of marketing communication and draw up an efficient plan for marketing communication. Students can analyze the impact and importance of marketing communication in business image and brand building. They are able to plan and implement advertising campaigns in a target-oriented and integrated way in different organizations. Students are able to analyze the significance of networks and the company's internal interaction in the development of business.
Satisfactory (2-1): The student has carried out work and participated as instructed. Students are able to use the basic theories of communication to plan marketing communication. They can use customer service as a competitive tool in the marketing of goods and services. They can sort out the means and forms of marketing communication and draw up a plan for marketing communication. Students can carry out marketing communication in different kind of organizations. . They are able to plan and implement advertising campaigns in in different organizations. Students are able to recognize different kind of networks and the company's internal interaction.
Assessment Methods
- written exam 50 %
- group assignments and exercises 50 %
- attendance and active participation affect the overall grade
- both parts must be successfully completed to receive a grade for the course
Grading will be announced during the course.
Further Information
The course includes two parts:
- 1. year: Customer service as a competitive tool 2 cr
- 2. year: Marketing communication in business, 4 cr
- the course accrues 1 R6D credit
- students are also required to take the Marketing Projects course (2 cr).