Marketing Communication 2 (5 cr)

Evaluation scale

H-5

Schedule

Week 3: Monday: Introduction to the course, implementation plan, assignments.
Thursday: Brand discussion.
Week 4: Monday: Brand archetypes. Thursday: Brand identity.
Week 5: Monday: Responsible marketing communications for brands. Thursday: no lecture
Week 6: Monday: Brand purpose and brand awareness. Thursday: Brand awareness assignment in groups – no lecture. Submit the assignment and you will get feedback.
Week 7: Monday: no lecture. Individual work on Hubspot. Thursday: Brand loyalty
Week 8: Winter holiday (no lectures)
Week 9: Monday: Reading Circle: Articles. Thursday: Personal branding discussion.
Week 10: Monday: Starting the brand analysis. Thursday: Brand analysis coaching.
Week 11: Monday: Group work + consultation on brand analysis. Thursday: no lecture. Individual work on Hubspot. Deadline for Hubspot certficate.
Week 12: Intensive week (no lectures)
Week 13: Monday: Budgeting for marketing. Thursday: no lecture, group work on brand analysis.
Week 14: Monday: no lecture due to Easter holidays. Thursday: group work on brand analysis (consultation available online). Deadline for brand analysis report.
Week 15: Monday: Monitoring and controlling marketing success: metrics, KPIs (incl. social media metrics). Thursday: no lecture, practise presentations for next week + Future of Marketing assignment for week 17.
Week 16: Mon & Thu: Presentations of brand analysis. Peer and self assessment.
Week 17: Monday: Future of marketing discussion. Thursday: no lecture.
Week 18: Preparation for the exam (no lectures this week)
Week 19: Monday: Marketing concepts & terminology exam. Thursday: no lecture.
Week 20: Feedback + complete the official module assessment. (no lectures this week)

Implementation methods, demonstration and Work&Study

a) Learning with contact teaching, including:
Inquiry learning
Peer learning
Reading circles
Lectures
Project work
Individual assignments
Team assignments
Possible company visits and guest lecturers
Assessment of one's own learning

b) Learning by using the work-based learning method "Work&Study" according to a plan that shows how the learning goals of the course can be obtained through the student's work or hobby. More information from responsible teachers or academic advisors.

c) Demonstration (of earlier skills and knowledge in the course content). More information from responsible teachers or academic advisors.

Materials

Books on the content topics

E-books and online articles

Online tutorials

Companies’ web-portals

Industry related reports and statistics

Social networking tools and channels

Instructors’ own materials.

Teaching methods and instruction

Inquiry learning:
Lectures and discussions
Assignments during class
Exam
Report
Presentations
Hubspot certificate
Reading Circle
Peer learning

Working life connections

Semester projects are commissioned by companies/organisations. Company visits and guest lecturers.

Exam dates and re-exam possibilities

The exam dates are in the implementation plan. Re-exams can be arranged with the supervisor.

Internationality

Possibility to work with international teams and instructors. Guest lecturers from international organisations and partner universities. International learning materials.

Completion alternatives

a) Learning with contact teaching, including:
Inquiry learning
Peer learning
Reading circles
Lectures
Project work
Individual assignments
Team assignments
Assessment of one's own learning

b) Learning by using the work-based learning method "Work&Study" according to a plan that shows how the learning goals of the course can be obtained through the student's work or hobby. More information from responsible teachers or academic advisors.

c) Demonstration (of earlier skills and knowledge in the course content). More information from responsible teachers or academic advisors.

Learning assignments

Assignment 1: Brand analysis (group assignment) 70 % (report 50 % + presentation 20 %)

Assignment 2: Marketing concepts & terminology exam (individual assignment) 30%

Assignment 3: Reading Circle (individual assignment) Pass/Fail

Assignment 4: Hubspot certificate (individual) Pass/Fail (Failure will lower the course grade
with -1), choose between these certificate topics: Inbound Marketing, Content Marketing, Social Media Marketing Certification, Digital Advertising and Email Marketing. It cannot be the same certificate you did during the third semester.

Assignment 5: Peer and self assessment + official module assessment

Attendance and activity online, peer & self assessment will influence the final grade.

Assessment methods

Individual assignments

Team assignments