Markkinointiviestintä (5 cr)

Evaluation scale

0-5

Objective

A student is aware of the essential definitions and theories of marketing communications and understands their meaning. He/she understands the meaning of marketing communications strategy as a base for operational planning. A student can analyze, plan, implement and develop marketing communications and make a marketing communications plan.
A student is capable of working as a marketing communications professional.

Content

Marketing communications management, marketing communications strategies and plans, marketing communications mix.

Materials

Lectures, cases and literature. Fill, C. and Turnbull, S. 2016. Marketing Communications: discovery, creation and conversations. 7th ed. Fill, C. 2013. Marketing Communications. brands, experiences and participation. 6th ed.Fill, C.F 2009. Marketing communications: interactivity, communities and content. 5th ed.

Completion alternatives

Exam 50% Case 50% Other assignments passed/failed

Student workload

lectures 22 h virtual study 27 h independent groupwork 48h independent study 38 h

Assessment criteria, satisfactory (1)

5 (Excellent) The student knows and can critically evaluate the marketing communications’s broad theories, core concepts and methods. The student can synthesize a number of different theories to each other. He /she can apply the knowledge and theories in the subject area. The student masters the broad range of practical skills, which appear as the ability to take advantage of knowledge and to discover new creative solutions. The student shows he/she is capable of managing diverse professional tasks or projects and problem situations. The student shows his/her ability to work independently as an expert in the field of marketing communications, and the ability to make decisions and innovative solutions in unpredictable business environments. The student participates in co-operation by taking part in group work interactively. He/she is committed to group work and to taking care of others success. The student has a positive attitude. He/she is able to evaluate and develop his/her own know-how in a critically and diverse way. The student takes responsibility for the development of the individual and the group.
4 (Very Good) The students knows and can evaluate the marketing communications’s broad theories, core concepts and methods. The student can relate different information to each other. He /she can apply the knowledge and theories in the subject area. The student masters the broad range of practical skills, which appear as the ability to work independently in projects or as an expert in the field of marketing communications. He/she displays his/her ability to solve complex problems in the field. The student participates in co-operation by taking part interactively. He/she is committed to co-operate. He/she is able to evaluate and develop his/her own know-how in a critically and diverse way.
3 (Good) The student has wide knowledge of the core concepts, theories and methods of the marketing communications. He/she can combine many different types of information. The student masters the practice of basic and special skills which is needed for working independently. He/she displays his/her ability to solve complex problems in the marketing communications. The student participates in co-operation quite actively and diverse way. He/she can evaluate his/her own know-how in a realistic way.

2 (Satisfactory) The student partly recognizes the core concepts, theories and methods of the marketing communications. The student knows the basic practical skills which he/she needs in familiar circumstances. The student sometimes participates in group work. He/she has flaws in his/her self-assessment.
1 (Sufficient) The student partly recognizes the core concepts and/or methods of the marketing communications. He/she has poor knowledge needed to work in the marketing communications field, so he/she needs guidance in his/her work. The student sometimes participates in group work. He/she cannot evaluate him/herself.
0 (Fail) The student does not perceive the core concepts, theories or methods of marketing communications. The student does not have the ability to work in the marketing communications field according to the know-how she or he has shown. The student is not able to fluently co-operate. He/she cannot evaluate him/herself.

Qualifications

Basics of marketing

Further information

The course is obligatory for students specializing in Brand Management.