Integrated Marketing Communication - Study guide

After completing this course, the student:
- Can explain the phases in a marketing communication plan
- Can describe the basic analytical tools of sales and marketing as well as being able to select the most appropriate ones for the needs of planning marketing communication
- Can set marketing communication objectives
- Can choose the suitable forms and media of marketing communication suitable for the target group
- Can describe the importance of integrated marketing communication as a means to achieve business objectives
- Can assess the impact of solutions and their success with the aid of metrics

Starting level: Customer Insights and Marketing as well as Customer Experience and Sales should be completed beforehand. This course is part of the Marketing and Communication specialization learning path for the Bachelor's Degree in Business.

- Customer insights as the starting point for planning and implementation marketing communication
- The planning process of marketing communication
- Forms of marketing communication (own, paid and earned media as well as sponsorships)
- Target group-centered content strategy
- Practical marketing actions
- Metrics and tools for tracking marketing communication

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.

The student:
- Can explain the importance of customer insights and brand building as part of the development of a company's reputation.
- Can identify the role of research as part of the planning of marketing communication.
- Can recognize the planning phases in marketing communication.
- Can explain the forms of marketing communication in basic terms.
- Participates in the planning and implementation of marketing communication as part of a team.

The student:
- Can build a differentiated brand and develop a customer-centric company's reputation with the aid of marketing communication.
- Can make use of research outcomes for the basis of a creative communication plan.
- Can utilize various ideation methods in different planning phases.
- Can extract creative perspectives from different marketing communication forms, keeping in mind the needs of the target group.
- Can apply the principles of tracking in marketing communication.

The student:
- Can develop a customer-centric company's reputation with the aid of an insightful marketing communication plan that takes brand strategy into account.
- Can professionally utilize research outcomes in the planning of marketing communication.
- Has mastery of the phases in creative planning and is able to make use of creative ideation methods to achieve results.
- Can select creative perspectives among various marketing communication forms, which are in line with the thinking and behavior of target groups
- Can assess the success of marketing communication actions with the aid of different metrics and tools.

In this implementation involves the collaboratively design and production of an integrated marketing communication (IMC) plan for a real or simulated client organization. The learning process emphasises teamwork, project management and the practical application of integrated marketing communication theories in a real-world context.
Classroom sessions are interactive and combine lectures, workshops and team presentations. Active participation, contributing to teamwork and the application of theoretical knowledge re essential for developing a comprehensive IMC plan. In addition to scheduled session, students must commit to advancing the project outside of class hours.
The course does not include a traditional exam. Instead, the assessment is based on project deliverables, the effectiveness of team collaboration and an individual reflection report.

Kotler, P. & Keller, K. 2016. 15th ed. Marketing Management. Pearson. Especially chapters 19-22

Articles:
Kitchen, P.J. and Burgmann, I. (2015), "Integrated marketing communication: making it work at a strategic level", Journal of Business Strategy, Vol. 36 No. 4, pp. 34-39. https://doi.org/10.1108/JBS-05-2014-0052

Additional material will be shared in the course Moodle.

The course includes the development of a comprehensive integrated Marketing Communication (IMC) plan for real or simulated client organisation. The project is designed to reflect authentic working life practises and expectations. Offering a practical context for applying integrated marketing communications strategies. It also emphasises collaboration, project management and strategic thinking - skills that are essential in professional sales, marketing and communication roles.

Pasila Campus

There is no traditional examine this implementation. Instead, assessment is continuous and based on active participation, the quality of team’s Integrated Marketing Communication plan, and the individual reflection report.
In accordance with Haaga-Helia’s policy, attendance and active participation are prerequisites for course assessments. Students must attend at least 75% of sessions and absences exceeding 50% will result in disqualification from assessment. As there is no final exam, no retake opportunities are provided.

English

International by default.

18.08.2025 - 10.10.2025

The course involves collaborative teamwork to develop a comprehensive integrated marketing communication plan for selected client organisation. The project covers all key faces of planning and execution, including research strategy, creative development, and media planning. Progress is presented during the course, culminating in a final presentation. In addition to team project, individual report is submitted to demonstrate personal learning and contribution.

02.06.2025 - 15.08.2025

18.08. – 10.10.2025

Classroom sessions take place on Tuesdays and Fridays from 8:00 to 10:45. These sessions include lectures, workshops, and teamwork. Active engagement and collaboration during classroom hours are essential components of the learning process.
Outside of scheduled sessions, independent work is required to advance the team project. Commitment, consistent effort, effective time management, and proactive communication within teams are critical for the successful completion of the course.

IBE3PA3
CONTACT
IBE3PA2
IBE3PA1
EXCH

Demonstration of prior learning (RPL): Those who already possess the required competencies and skills for this course may demonstrate their competence. For more information visit: https://www.haaga-helia.fi/en/recognition-learning
If you wish to proceed with Work and Study, please contact the Competence Counselling Teacher (CCT) for Marketing and Sales, Hannu Koikkalainen, who will provide more information.
Prior to contacting the CCT please familiarize yourself with the competence goals of the course.

Sari Haavisto

15 - 50

• Continuous assessment (no final exam or retakes)
• Active press to situation (minimum 75% attendance required)
• Team IMC plan
• Individual reflection report
• Self and peer assessment

INTBBA International Business

0.00 cr

H-5