Responsible Marketing Communication (5 cr)

Evaluation scale

0-5

Content scheduling

The course can be completed independently by doing assignments from 8 September 2025 to 31 July 2026.

Objective

Purpose of the course:
The purpose of the course is to familiarize yourself with marketing communication methods and brand thinking. In addition, the purpose is to examine the promotion of responsible consumption through marketing communications.

Competences:
Service Business
Operating in a workplace
Ethics

The aim of the course:
You know how to use different methods of marketing communication, get to know brand thinking and learn to produce content for social media. You can also evaluate the effectiveness of marketing communications from the viewpoint of responsible consumption.

Content

Marketing communication

Brand thinking

Content creation for social media channels

Regulation of advertising in Finland

Promoting responsible consumption

Location and time

8.9.2025 – 31.07.2026 in Moodle.

Materials

Fill, C. & Turnbull, S. (2019). Marketing communications: Touchpoints, sharing and disruption (Eighth edition.). Harlow, England: Pearson. (Available as an e-book)

Wrigley, C. & Straker, K. (2018). Affected: Emotionally engaging customers in the digital age. Milton, Qld: John Wiley & Sons Australia, Ltd. (Available as an e-book)

Charlesworth, A. (2022). Digital Marketing: A Practical Approach (4th edition). London: Routledge. (Available as an e-book)

Other materials (blogs, videos, podcasts, statistics and researchs raports) are available via Moodle.

Teaching methods

Independent learning assignments.

Student workload

135 hours in total including learning assignments and studying of the literature.

Orientation 5 hours
Lecture recordings and smaller individual assignments 76 hours
Extensive individual assignment 54 hours

Assessment criteria, satisfactory (1)

1: The student shows that he/she can use methods of responsible marketing communication, brand thinking and the promotion of responsible consumption.

2: The student shows that he/she manages and applies the methods of responsible marketing communication, brand thinking and the promotion of responsible consumption.

Assessment criteria, good (3)

3: The student can handle methods of responsible marketing communication, brand thinking and the promotion of responsible consumption, and demonstrates to some extent a critical and analytical approach to their evaluation.

4: The student shows an almost comprehensive, critical and analytical approach to the means of responsible marketing communication, brand thinking and responsible consumption.

Assessment criteria, excellent (5)

5: The student shows a comprehensive, critical and analytical approach to the methods of responsible marketing communication, brand thinking and responsible consumption.

Further information

The course is assessed through individual assignments.

All module tasks must be successfully completed in order to receive a passing grade for the course.