Marketing communication
| Structure Type: | Course |
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| Code: | KE16C082210 |
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| Type: | Elective |
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| Level: | Bachelor |
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| Credits: | 3.0 points |
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| Responsible Teacher: | Joensuu-Salo, Sanna |
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| Teacher Team: | Joensuu-Salo, Sanna |
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| Language of Instruction: | Finnish |
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Learning Outcomes
The student is able to plan and evaluate goal-oriented marketing communications on the operational and strategic levels in an SME. The student can define the various sub-sectors of marketing communications and can explain the significance of integrated marketing communications. The student is able to assess marketing communication activities as part of integrated marketing communications. The student can implement basic marketing communications in an SME. The student can evaluate his or her marketing communication competencies. The student understands the meaning of communication and is active in creating relations with stakeholders.
Student's Workload
Total work load of the course: 80 h, of which:
- web based learning 25 h
- literature 10 h
- project-work and seminars 45 h
Prerequisites / Recommended Optional Courses
Introduction to Business Management
Contents
Significance and sub-sectors of marketing communications
Objectives and planning marketing communications
Integrated marketing communications
Implementing and evaluating marketing communications
Roles of advertising agencies and other sub-contractors
Recommended or Required Reading
Material as indicated by the lecturer
Mode of Delivery / Planned Learning Activities and Teaching Methods
web based learning, project-work, seminars
Assessment Criteria
Excellent (5)
The student has been very active with the course. The student is capable in planning and evaluating goal-oriented marketing communication in strategic and operational levels. The student can define the various sub-sectors of marketing communications without guidance and understands the meaning of integrated marketing communications. The student can analyze marketing communication activities critically and is able to see new opportunities in developing marketing communications. The student is capable in implementation of creative marketing communication in SME. The students´ evaluation of his or her marketing communication competencies is realistic and reflective.
Good (3-4)
The student has been active with the course. The student is capable in planning and evaluating goal-oriented marketing communication in strategic and operational levels. The student can define the various sub-sectors of marketing communications without guidance and understands the meaning of integrated marketing communications. The student can analyze marketing communication activities critically. The student is capable in implementation of basic marketing communication in SME. The students´ evaluation of his or her marketing communication competencies is realistic.
Satisfactory (1-2)
The student has been sufficiently active with the course. The student is capable in planning and evaluating goal-oriented marketing communication if instructed. The student can define the various sub-sectors of marketing communications sufficiently and understands the basics of integrated marketing communications. The student is capable in evaluating marketing communication activities. The student needs support in implementation of marketing communication. The students´ evaluation of his or her marketing communication competencies is somewhat realistic.
Assessment Methods
web based learning 40%, project-work 60%
Work Placement
Work placement is not included in the course.
Further Information
The course confers R&D credits
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