The student can lead and effectively manage creative planning processes and multichannel content production.

Customer, Brand, and Market Insight
Content Marketing and Concept Design
Creative Planning
Multichannel Storytelling
Digital Content Production

Students work in creative teams doing a project (concept + content) based on a brief provided by a non-profit organisation. In addition to team work, course learning methods include contact lessons, independent information search and online studies. The assessment of one’s own learning is an obligatory part of the course


Recognition of prior learning (RPL)
If students have acquired the required competence in previous work tasks, recreational activities or on another course, they can show their competence via RPL process. Instructions for recognising and validating prior learning (RPL) will be given by the teacher(s) at the beginning of the course. .

To be announced during the course. Student will also be required to search for relevant background materials themselves.

When the implementation type of the course is contact, online or blended it is required that the student is present during those teaching hours that are marked in the study schedule. If you are absent more than 25%, your grade will be lowered by one. If you are absent more than 50%, the course is failed.

This course replaces the following courses from the previous curriculum:
COM4LJ013 Media and Public Relations
COM4LJ012 Current Trends: Integrated Marketing Communications
MGT4LG210 International Marketing
JAT8LU005 Yritysviestinnän uudet ympäristöt

No prerequisites.

The student is familiar with concepts, methods and knowledge related to all stages of the creative planning process: from customer and market insight to customer-centric concept planning and multichannel storytelling. S/he can operate as part of a creative team and knows how to plan a content concept and can produce customer-centric narrative content for digital channels for limited internal or external purposes.

In addition, the student understands and can evaluate concepts, methods and knowledge related to making strategic content marketing decisions for different types of business needs and market challenges. S/he can lead oneself and use various types of creative planning resources according to business/operational needs. S/he can deliver an effective content plan and produce attractive narrative content for digital channels based on customer and market insight. S/he can optimise creative planning process and various storytelling solutions successfully via multiple channels.

The student can critically evaluate and innovate customer-centric concepts, methods and knowledge related to developing content marketing solutions for various types of business needs and market challenges of the commissioning non-profit organisation. As part of a creative team, she/he can implement and manage creative planning processes constructively and effectively, while supporting the learning process of others. S/he can initiate and influence co-operation between different stakeholders and prioritise actions. S/he can proactively seek and analyse business critical and project specific information to continuously improve the creative planning process and to boost the success of various storytelling solutions in given contexts and on multiple digital platforms. He/she demonstrates excellent commitment to course responsibilities and assignments and is able to carry out the creative project / assignments according to the given deadlines.