Curricula

Objectives

The object of the course
Having taken the course you will be able to plan marketing communication and make contents for international brands.

Course competences

Ethics
Internationality and multiculturalism
Operating in a workplace

The learning objectives of the course
You can critically review, analyze and understand information available from academic and professional business sources in marketing communication field.
You will be able to apply brand building concepts and produce different kind of marketing contents in practice. You can communicate responsibly, effectively and professionally in English in oral and written formats and and participate in multicultural teams where you demonstrate your teamwork skills.

Content

Marketing communication theories, Tools of marketing communication (traditional &digital), Brand elements, naming and cultural issues, Brand identity building, Blogging & SEO, Writing different types of business texts.

For each content unit there will be processes and tools provided for application of learned model and concepts.

Time and location

Mainly class room teaching, some lessons as video study material.
Study platform in Moodle.

Learning materials and recommended literature

Fill, C. 2013. Marketing Communications. Brands, experiences and participation. 6th ed. Pearson/Prentice Hall
Lecture material

Additional literature:
De Pelsmacker, P., Geuens, M. ja Van den Bergh, J. 2007. Marketing Communications: A European Perspective. 3rd ed. Prentice-Hall.
Keller, K.L. 2012. Strategic brand management.2nd ed.Harlow, England : New York : Financial Times/Prentice Hall

Teaching methods

Lectures, group assignment and Independent study.

Exam dates and retake possibilities

Exam will be held at the end of the course during week 19, re-exam week 20 &21

International connections

The issues discussed in multicultural viewpoint as they materialize in multinational companies. Guest lectures from international partner universities are possible.

Alternative completion methods

Recognition of Prior Learning and Experience
Accreditation
Recognition of informal learning
Studification


More information in the degree regulations and the study guide.

Student workload

Lectures 26 h
Group assignment 46 h
Independent study 63 h
Total 135 h
Average working hours 12 per week

Content scheduling

Preliminary plan
w 7 Course introduction, basic concepts, building teams.
w 8. Integrated marketing coms, group work guidelines
w 9 HOLIDAY NO LESSON
w 10 Tools of marketing coms
w 11 Brand elements, naming and cultural issues.
w 12 No lesson. Do the homework for the next lesson and finalise you buyer personas and content mapping for the group work
w 13 Brand identity models.
w 14 Presentations of the group work
w 15 Writing a press release, case study and white paper
w 16 Blogging and SEO, assignment writing a blog VIDEO LESSON
w 17 Time to work of your blogs, NO LESSON
w 18 Exam
w 19 Re-exam
w 20 Re-exam

Further information for students

Grade is made out of the following parts:
Exam 50 %
Group assignment 40 %
Individual written assignment 10 %
All parts must be passed in order to get a grade from the course.
Assessment on the scale 1-5
Exchange students 10

The attendance will be checked three weeks after the start of the implementation. During this time, the student must demonstrate their activity by joining the group required for group work in the Moodle workspace. Otherwise, the student's registration in Peppi will be rejected.

AI applications can be used in the implementation to assist, for example, in topic selection and brainstorming key themes, planning the structure of the work, and designing and brainstorming information retrieval. If you utilize AI in learning tasks, its use must be described, for instance, in the introduction chapter. Specify which AI applications (e.g., ChatGPT, Copilot, Gemini, DeepL, Grammarly) you are using and how they have been applied (e.g., assisting in information retrieval, brainstorming, language checking, translating, visualizing). If you reference the AI application as a software or a conversation you’ve had with the AI application, use Jamk's reporting guidelines.

Plagiarism and AI detection are used in all assessed course work. Any use of AI should be referenced and cited accordlngly.

Evaluation scale

0-5

Evaluation criteria, satisfactory (1-2)

Adequate 1
You are familiar with the ways to review and analyze academic and business information relevant to marketing communication.
You can apply brand concepts and produce marketing contents in practice in a guided situation.
You can transmit your ideas and findings in English and participate in multicultural teamwork to a limited extent.

Satisfactory 2
You have basic skills to to review, analyze and understand academic and business information relevant to marketing communication.
You can independently apply brand concepts and produce marketing contents in practice in a given situation.
You are able to get your main message through when presenting your ideas and findings and have basic teamwork skills in multicultural teamwork.

Evaluation criteria, good (3-4)

Good 3
You can review, analyze and understand information available from academic and professional business sources in marketing communication field.
You can apply brand concepts and produce marketing contents in practice in different situations.
You are able to present your and your team’s ideas and findings in English and participate in multicultural teamwork.

Very Good 4
You have the ability to review, analyze and understand relevant information available from academic and professional business sources in marketing communication field.
You can apply brand concepts and produce good quality marketing contents in practice.
You are able to present your and your team’s ideas and findings in English on a level clearly above average of your peers and participate productively in multicultural teamwork.

Evaluation criteria, excellent (5)

Excellent 5
You have the ability to critically review, analyze and understand relevant information available from academic and professional business sources in marketing communication field.
You can apply brand concepts and produce high-quality marketing contents in practice.
You are able to present your and your team’s ideas in a convincing manner in English and participate in and manage multicultural teams.

Prerequisites

First year course of Marketing (JAMK Degree students) or equivalent course of basics of marketing completed.