Curricula

Objectives

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

Time and location

The course is held in spring once a week at the main campus for 2 hours.

Learning materials and recommended literature

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.

Kenneth E.C. & Donald B. (2021). Integrated Advertising, Promotion, and Marketing Communications, Ninth Edition, Pearson.

Teaching methods

Face-to-face lectures

This course will undertake face to face mode of education on campus. Marketing Communication is designed to implement experiential learning accompanied by rigour (theoretical notions). Face to face interaction involves, but not limited to, in-class lectures, case study discussions, in-class assignments, and project workshops.

Exam dates and retake possibilities

The course will be evaluated on the basis of individual and group tasks as mentioned below. All tasks are essential and must meet the set deadline. 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

Individual
Learning diary
Discussion forum and active class participation

International connections

Webinar sessions with the industry experts.

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

Further information for students

Avoin amk 4 (included in the total capacity)

Evaluation scale

0-5

Evaluation criteria, satisfactory (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.

Evaluation criteria, good (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.

Evaluation 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.

Evaluation criteria, pass/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

Prerequisites

First-year studies in marketing completed: Principles of Marketing course