Marketing and NetworksLaajuus (5 cr)

Learning objectives

Upon successful completion of the course, the student

knows the different stages of planning marketing communications campaign
understands the importance of briefing in communications planning process
understands the importance of creativity in campaign planning
knows how to present creative ideas for the client
knows the role of different agencies and how to cooperate with them
learns current marketing communications trends

Contents

marketing communications campaign planning process
agencies and agency cooperation
current trends in marketing communications

Starting level and linkage with other courses

The student has successfully completed the Basic Studies (Business Environment and Business Processes / Liiketoimintaympäristö tutuksi & Yrityksen prosessit).

Implementation methods, demonstration and Work&Study

Problem Based Learning: tutorials and self-study or
workshops, lectures, mentoring
Team work and consultations
The course can be replaced by taking a similar (content and scope) course in Haaga-Helia or other university.

Student having strong experience in planning and implementation of marketing communications activities and working with different stakeholders can possible replace the course by proving the required knowledge by writing a career story with supporting portfolio and presenting it to the instructor and students of the course. If a student would like to proceed according to the RPL process s(he) should contact the instructor of the course during the pre-enrolment week or latest when attending the first lecture.

Assessment criteria - grade 1

- Student can name and partly understands the different stages of marketing campaign planning process.
- Student can name some of the different stakeholders/agencies in marketing communications industry and has some ideas what services they offer and how to cooperate with them.
. Student has some ideas how to present ideas and solutions for the client
- Student can name some current marketing trends.

Assessment criteria - grade 3

- Student knows the stages of marketing campaign planning process and the modern marketing - communications methods.
- Student knows stakeholders in marketing communications industry and understands how to collaborate with them (eg importance of briefing and communication)
-student can present creative ideas for the client

Assessment criteria - grade 5

- Student knows very well the stages of campaign planning process and the modern marketing communications methods.
- Student can identify the different stakeholders in marketing communications industry and has internalized how to collaborate with them.
- student can professionally present creative ideas for the client and justify choices

Assessment criteria, approved/failed

Passed courses are assessed on a scale of 1 to 5. The assessment criteria are presented for grades 1 - 3 - 5.

Learning materials

Moodle materials

Supporting litterature
Moriarty, Mitchell & Wells 2012, Advertising & IMC, principles and practice
Clow, K. & Baack, D. 2009. Integrated Advertising, Promotion and Marketing Communications. 4th ed. Pearson/Prentice Hall.
Fill C. 2009. Marketing Communications, Interactivity, Communities and Content
Pelsmacker P, Geuens M & Van den Bergh J 2013. Marketing Communications, A European Perspective

Further information

Mia-Maria Salmi, Pasila