Integrated Marketing Communication (5 cr)

Evaluation scale

H-5

Schedule

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.

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

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.

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.

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.

Internationality

International by default.

Completion alternatives

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.

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.