Integrated Marketing Communication (5 cr)

Evaluation scale

H-5

Schedule

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.

Implementation methods, demonstration and Work&Study

Contact, blended, online

Demonstration (RPL): If you already have command of the course contents, you can demonstrate your competence. Ask the course teacher for more information. For more information on Recognition of Prior Learning: https://www.haaga-helia.fi/en/recognition-learning

Intro

Marketing communication is an essential part of business operations; it helps to build and develop a company's brand, thus creating brand recognition. You will realize how practical marketing actions drive and help customers make purchasing decisions. You will also learn how to methodically plan marketing communication and its measurement and tracking. You will become a creative problem solver. You will be able to apply the various forms and actions of marketing communication to meet customer needs as well as help the company achieve its business objectives.

Materials

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.

Teaching methods and instruction

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.

Working life connections

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.

Exam dates and re-exam possibilities

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.

Internationality

International by default.

Completion alternatives

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.

Learning assignments

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.

Assessment methods

• 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