•   Integrated Marketing Communication MAR003AS2AE-3008 21.10.2024-13.12.2024  5   (IBEB3PA1, ...) +-
    Learning objectives
    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 and linkage with other courses
    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.
    Contents
    - 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
    Assessment criteria
    Assessment criteria - grade 1
    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.
    Assessment criteria - grade 3
    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.
    Assessment criteria - grade 5
    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.
    Teaching methods and instruction

    This is a CONTACT BLENDED implementation. There are both classroom and zoom sessions available every week.

    Learning material and recommended literature

    Kotler, P. & Keller, K. 2016. 15th ed. Marketing Management. Pearson. E-book.
    URL: https://www.vlebooks.com/Product/Index/627277?page=0
    Especially chapters 19-22

    Also recommended:

    Eagle, L., Czarnecka, B., Dahl, S. and Lloyd, J. 2021. Marketing Communications. E-book.
    URL: https://ebookcentral-proquest-com.ezproxy.haaga-helia.fi/lib/haaga/detail.action?docID=6349495

    Working life connections

    Real case-studies and examples. Assignment for a real organization. Guest lecturer from a company.

    Campus

    Pasila Campus

    Exam dates and re-exam possibilities

    No exams, only assignments

    Teaching language

    English

    Internationality

    All material, examples and assignments are created for international students from a global perspective.

    Timing

    21.10.2024 - 13.12.2024

    Learning assignments

    70% of the grade - Project Outcome 30% of the grade - Project Work

    Enrollment

    03.06.2024 - 18.10.2024

    Content scheduling

    The course is held 21.10.2024 - 13.12.2024.

    Groups
    • IBEB3PA1
    • EVENING
    • CONTACT
    • BLENDED
    • EXCH
    Alternative learning methods

    Work & Study (without prior competence)

    Recognition of Prior Learning (RPL)
    If you feel that you have already attained the competence level required for this course, you can get credits through Recognition of Prior Learning (RPL).

    For more information, contact the responsible teacher.

    Teachers

    Maria Vickholm

    Seats

    15 - 60

    Further information

    70% Project Outcome, Grade scale: 0 - 5

    30% Project Work, Grade scale: 0 - 5

    Degree Programme

    INTBBA International Business

    R&D proportion

    0.00 cr

    Virtual proportion

    0.00 cr

    Evaluation scale

    H-5