Marketing Communication (5 cr)
Code: HBIB0021-3001
General information
Enrollment
07.01.2021
Timing
11.01.2021 - 21.05.2021
Number of ECTS credits allocated
5 op
Mode of delivery
Face-to-face
Unit
Liiketoimintayksikkö
Campus
Pääkampus
Teaching languages
- English
Seats
0 - 50
Degree programmes
- Bachelor's Degree Programme in International Business (AMK)
Teachers
- Jay Panjwani
Groups
-
ZJA20SHIPAvoin AMK, IB, AMK-polku
-
HBI20S1Bachelor's Degree Programme in International Business
Objective
The course will provide students with an understanding of the construct of modern marketing communication tools, its theoretical origins and practical applications. Students will study a wide range of communications instruments. We shall explore traditional organizational tools of communication and take a look at recent changes performed in the field. Students will learn of new and innovative marketing communications tactics, including guerrilla campaign, digital, social media, WOM methods, and viral marketing. Furthermore, students are expected to develop their own academic skills in reading scientific articles, handling group work and in-class discussions, and designing a marketing communication plan for a product/service.
Below are the intended learning outcomes (ILO's).
IBCOM Communication Skills: Communicate responsibly and effectively in English through oral, written and digital formats in academic and professional contexts.
IBCOL Intercultural Collaboration Skills: Demonstrate intercultural teamwork, leadership, and conflict resolution skills.
IBETH Ethical conduct: Embrace ethical conduct in practice and decision-making. This may be according to the Principles for Responsible Management Education (UNPRME) or the Sustainable Development Goals (SDGs) of the United Nations.
Content
Introduction to Marketing Communication
Integrated Marketing Communications
Buyer Behaviors
The IMC Planning Process
Advertising Design
Traditional Media Channels
Digital and Mobile Marketing
Social Media
Alternative Marketing
Database and Direct Response Marketing and Personal Selling
Sales Promotions
Public Relations and Sponsorship Programs
Regulations and Ethical Concerns
Evaluating an Integrated Marketing Program
Location and time
The course is held in spring once a week at the main campus for 2 hours.
Oppimateriaali ja suositeltava kirjallisuus
Books:
Pelsmacker, P. de, Geuens, M., & Bergh, J. van den. (2018). Marketing Communications : A European Perspective: Vol. Sixth edition. Pearson.
Articles:
Rohm, A. J., Gao, T. (., Sultan, F. & Pagani, M. (2012). Brand in the hand: A cross-market investigation of consumer acceptance of mobile marketing. Business Horizons, 55(5), pp. 485-493.
Schroeder, J. E. (2017). Corporate branding in perspective: A typology. European Journal of Marketing, 51(9/10), pp. 1522-1529Baltes, L. P. (2015).
Content marketing - the fundamental tool of digital marketing. Bulletin of the Transilvania University of Brasov.Economic Sciences.Series V, 8(2), 111-118.
Teaching methods
Hybrid methods include:
Face-to-face lectures
Distance learning
Online recorded lectures
Face to face and online mode of education are involved in this course. Marketing Communication is designed to implement experiential learning accompanied by rigour (theoretical notions). Face to face interaction involves, including but not limited to, in-class lectures, case study discussions, in-class assignments, and project workshops. Online mode includes online lectures, webinars with industry experts and academic podcasts.
Employer connections
Opinto-oppaassa kentän nimi Työelämäyhteydet.
Voidaan kuvata esim. erilaiset tutustumisen työelämään, alumniyhteistyö, vierailevat luennoitsijat jne.
Exam schedules
The course will be evaluated on the basis of individual and group tasks mentioned below. All tasks are essential and must be returned, dates will be dually communicated in the first session. However, exceptions include in the extension for the submission of the required components on the basis of valid justification.
Groupwise
Project report
Project presentations/project launching
Individual
Learning diary
Discussion forum and active class participation
International connections
Webinar sessions with the industry experts.
Vaihtoehtoiset suoritustavat
Sinulla on oikeus hakea osaamisen tunnistamista ja tunnustamista, jos sinulla on aiemmin hankittua osaamista (esimerkiksi muualla suoritettuja korkeakouluopintoja), joita voidaan katsoa hyväksi nyt suoritettavaan tutkintoon.
Osaamisen tunnistamisessa ja tunnustamisessa on kolme päätapaa: hyväksilukeminen (korvaaminen, sisällyttäminen) ja muulla tavoin hankitun osaamisen tunnistaminen ja tunnustaminen sekä opinnollistaminen. Lisätietoa JAMKin tutkintosäännössä, luku 17.
(Millä eri tavoilla opintojakso voidaan suorittaa.)
Student workload
1 ECT = 27 hours of study, therefore, this course requires a total of 135 hours of studies in order to qualify with grade 5.
Below are the details of the workload in hours.
Lectures 30 hours
Group project 55 hours
Individual assignments 15 hours
Learning diary 35 hours
Total: 135 hours
Content scheduling
You can check the progress and schedule of the implementation if different kinds of phasing is involved (lab exercises, introductions to working life, etc.); indicate when they are scheduled to take place during the course implementation.
Example: Mark here if you have 2 hours per week for the whole group and another two for the splitted group.
Further information
OLGA/PIIA TÄYTTÄÄ NÄMÄ LUKUMÄÄRÄT!
Avoin AMK:
Campusonline:
Vaihto-opiskelijat:
Kuvaa käytettävät arviointimenetelmät, esim. jatkuva palaute, itsearviointi, vertaisarviointi. Oppimisen arviointi on ns. kehittävää arviointia.
Arviointi on osaamistavoitteisiin pohjautuvaa, laadullista, kriteeriperusteista ja siinä opiskelijan itsearvioinnilla on tärkeä rooli.
Tähän kenttään lisätään myös avoimen AMKin, campusonlinen ja vaihto-opiskelijoiden paikkamäärät tässä toteutuksessa.
Evaluation scale
0-5
Arviointikriteerit, tyydyttävä (1-2)
Sufficient (1)
Knowledge and Understanding; 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)
Knowledge and Understanding 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 (3-4)
Good (3)
Knowledge and Understanding; 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)
Knowledge and Understanding; 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.
Assessment criteria, excellent (5)
Excellent (5)
Knowledge and Understanding; 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.
Assessment criteria, approved/failed
50 % = individual written exam, 30 % = group assignment, 20 % = active lecture participation
Grading:
Grade 0 = 0-44 point = 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
Qualifications
First-year studies in marketing completed: Principles of Marketing course