Marketing communications, brands and image marketing (5cr)

Content

Type of course
Compulsory

Level of course
Professional studies

Objective of course
The student learns the skills needed for planning and implementing integrated marketing communications and for using different means of marketing communications on various internal and external target groups in both domestic and international environments. The student becomes familiar with planning, implementing and monitoring marketing communications campaigns. He/she takes part in these processes of marketing communications campaigns and draws up a marketing communications campaign plan. The student becomes familiar with marketing law and the rules related to marketing communications. Special emphasis is on brands and image marketing. The objective is that on completion of the course the student should be capable of planning marketing campaign taking into consideration the products and services, the target groups, objectives and requirements of marketing and marketing communications.

Course contents
- personal selling
- advertising: various forms and tools of advertising
- SP
- PR
- direct marketing
- brands and image marketing
- marketing communications campaigns

Teaching methods
Lectures, assignments, projects, participation in campaign planning and implementation, case studies partly virtual studies.

Assessment
Active participation in contact teaching, completing assignments and case studies and participation in case study sessions, participation in projects and in planning and implementation of a campaign and an examination.

Prerequisites
None

Required/Recommended reading
To be agreed upon at the beginning of the course

Name of lecturer
Pirkko Varis

Year of study
First year

Semester/Period
Spring semester, periods 3-4

Language of instruction
Finnish and English