•   Integrated Marketing Communication MAR003AS2AE-3009 13.01.2025-14.03.2025  5   (CONTACT, ...) +-
    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

    During this implementation, an integrated marketing communication plan will be constructed and produced for a target company. Collaborative and systematic team and project work plays a key role in this course, which is an essential component to master in the marketing communication field.
    This practical approach offers the opportunity to apply marketing theories and concepts in a tangible context.

    Learning material and recommended literature

    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.

    Working life connections

    In this IMC implementation an integrated marketing communication plan will be developed for a target company in the business sector. Student will engage in developing a detailed IMC plan.

    Campus

    Pasila Campus

    Exam dates and re-exam possibilities

    Exam is not held, therefore no retakes are possible. Participation and commitment to the teamwork and project is evaluated during the entire course. The project deliverables and individual reflection reports will be graded.

    Teaching language

    English

    Internationality

    International by default.

    Timing

    13.01.2025 - 14.03.2025

    Learning assignments

    An integrated marketing communication plan for the a target company in the business sector is done in teams. This comprehesive plan will cover all essential aspects, including project planning and execution. This course involves teams' presentations of the IMC planduring and at the end of the course. Additionally, each participant will submit and Individual reflection report.

    Enrollment

    02.01.2025 - 10.01.2025

    Content scheduling

    The classroom sessions will be held on Mondays 8:00 AM - 10:45 AM and Wednesdays 11.00 AM - 13:45 PM.
    In addition to the scheduled sessions, student must commit to advancing the projetc outside of the classroom hours.

    Groups
    • CONTACT
    • IBE3PA1
    • EXCH
    Alternative learning methods

    Demonstration of prior learning (RPL): If you already have command of the course contents, you can demonstrate your competence. For more information on Recognition of Prior Learning: 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.

    Teachers

    Sari Haavisto

    Seats

    15 - 45

    Degree Programme

    INTBBA International Business

    R&D proportion

    0.00 cr

    Virtual proportion

    0.00 cr

    Evaluation scale

    H-5