Responsible MarketingLaajuus (5 op)

Osaamistavoitteet

The course will provide students with an understanding of the construct of modern marketing communication tools, their theoretical origins and practical applications. Students will study a wide range of communications and their ethical perspectives. The course provides an explicit understanding of responsible communication discourse, ensuring the cultural, ethnic challenges and linguistic compositions in the communication strategy.


Below are the expected competences.

• International and multiculturalism
• Sustainable development
• Responsible international business and management

Students can acquire the competencies by fulfilling of the project report and learning diary requirements. Students are required to engage in extensive communication skills through, verbal, written and reading. The project requires students’ extensive engagement to review secondary data sets, which include, annual reports, news articles, scholarly articles, facts checks and collecting the primary data. Students will be analyzing and synthesizing the important notions during the class and processing the information through meta-learning. Students will work with multicultural environment.

Communication strategy requires students to evaluate the market insights carefully. This includes the ethical, cultural, traditional and ethnic elements both in the macro and micro perspectives. As a responsible student, you need to acquire a neutral perspective when analysing the market dynamics. In this way, you are able to make observations through various analytical tools taught in the course.

Sisältö

Instruments of marketing mix
International marketing communications overview
Branding ethics
How marketing communications work
Marketing communications planning
Advertising challenges
Ethical issues in marketing communications
Content marketing
Online communication tools
Media Planning
Public relations and CSR engagements
Value creation strategy with sponsorships

Arviointikriteerit, tyydyttävä (1)

Sufficient (1)


Knowledge and understanding of below competences;

• International and multiculturalism
• Sustainable development
• Responsible international business and management

The student attempts to demonstrate his/her theoretical and conceptual knowledge. However, command of the subject area remains unclear. Practical Skills The student fails to show a convincing ability to transform theory into applicable real-life situations. Transferable Skills Within a team environment, s/he contributes to the content inadequately and fails to be a dependable member. The group project planning and implementation including scheduling has been only partly student-led. The group requires extensive supervision concerning many basic issues. The aims of the project have been achieved partially. Group communication in oral, written and digital format contains clear weaknesses and the structure is not organized.

Satisfactory (2)


The student demonstrates his/her theoretical and conceptual knowledge at a reasonably clear level. Central concepts have been defined satisfactorily. The student has an obvious overall command of the subject area. Practical Skills The student shows a basic ability to transform theory into applicable real-life situations. Transferable Skills Within a team environment, s/he contributes to the content and is a dependable member. The group project planning and implementation including scheduling has been student-led. The group requires close guidance concerning basic issues. The aims of the project have been achieved rather well. Group communication in oral, written and digital format contains some weaknesses. The structure is logical.

Arviointikriteerit, hyvä (3)

Good (3)

Knowledge and understanding of below competences;

• International and multiculturalism
• Sustainable development
• Responsible international business and management

The student demonstrates his/her theoretical and conceptual knowledge at a relatively clear level. Central concepts have been defined rather well. The student displays a competent command of the subject area. Practical Skills The student shows adequate but general ability to transform theory into applicable real-life situations. Transferable Skills Within a team environment, s/he contributes to the content adequately and participates actively in group meetings. The group delivers the project rather independently under supervision. The aims of the project have been achieved and the results have some significance. Group communication in oral, written and digital format is comprehensible and the structure is descriptive.

Very good (4)

The student demonstrates his/her theoretical and conceptual knowledge fluently. Central concepts have been defined very well. The student displays a good command and understanding of the subject area. Practical Skills The student shows competent ability to transform theory into applicable real-life situations. The ideas are worth implementing. Transferable Skills Within a team environment, s/he contributes to the content providing relevant sources of information and is supportive of others and allows them to participate. The group delivers the project independently under supervision. The aims of the project have been achieved well and the results are of significance. Group communication in oral, written and digital format is almost error free and precise.

Arviointikriteerit, kiitettävä (5)

Excellent (5)

Knowledge and understanding of below competences;

• International and multiculturalism
• Sustainable development
• Responsible international business and management

The student demonstrates his/her theoretical and conceptual knowledge in detail. Central concepts have been defined with precision. The student displays a clear command of the subject area. Practical Skills The student shows an advanced ability to transform theory into applicable real-life situations. The ideas have significant value for implementation. Transferable Skills Within a team environment, s/he contributes to the content extensively providing new and relevant sources of information and shows supportive leadership capability. The group delivers the project independently under supervision. The aims of the project have been achieved very well and the results are significant. Group communication in oral, written and digital format is error free and precise.

Arviointikriteeri, hyväksytty/hylätty

1 ECT = 27 hours of study, therefore, this course requires a total of 135 hours of studies in order to qualify with grade 5

Groupwise
Project Report = 30
Video Presentations =20

Individual
Reflection/Learning Diary =40
Discussion Forum and active Class Participation =10

Total: 100


Below is mention grading schema;

Grade 0 = 0-44 points = Fail
Grade 1 = 45-54 points
Grade 2 = 55-64 points
Grade 3 = 65-74 points
Grade 4 = 75-84 points
Grade 5 = 85-100 points

Oppimateriaalit

9781292135762 Pelsmacker, P. de, Geuens, M., & Bergh, J. van den. (2018). Marketing Communications : A European Perspective: Sixth edition. Pearson. 0007-6813 Rohm, A. J., Gao, T. (., Sultan, F. & Pagani, M. (2012).

Content marketing - the fundamental tool of digital marketing. Bulletin of the Transilvania University of Brasov.Economic Sciences.Series V, 8(2), 111-118. 9781292241593 Chaffey, D & Ellis-Chadwick (2019). Digital Marketing. 7th Edition. Pearson.