Marketing Communications, Internet Marketing and Media Communication (5cr)

Content (course unit)

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 various means of marketing communications on different 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 objective is that on completion of the course the student should be capable of creating promotional marketing material taking into consideration the products and services, the target groups, objectives and requirements of marketing and marketing communications. Students will be introduced to the planning and implementation of direct marketing, database management of customers and database marketing. They will encounter the operation of various kinds of enterprises in e-Business and of enterprises using Internet in their marketing. Students will study e-Business, Internet and other modern IT and their impact on integrated customer relationship management. Students should be able to select marketing strategies and marketing communications tools most appropriate for different kinds of products/services, target groups and individual customers and purposes, taking domestic and international networks and modern technology into consideration.

Course contents
- CRM
- marketing communications campaigns
- internet marketing
- media marketing and communication
- integrated marketing communications

Teaching methods
Lectures, assignments, projects, planning and implementing a campaign.

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

Prerequisites
None

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

Name of lecturer
Pirkko Varis and guest lecturers

Year of study
Second year

Semester/Period
Autumn and spring semester

Language of instruction
English

Exam schedules

No witten exam. Assignment, advertising and marketing communications campaign and reports.

Assessment methods and criteria

This course is 5 credits which means about 135 hours of student work in total. Assessment is based on contact teaching including an assignment from a company, market surveys conducted before an intensive period, presentations and workshops. The campaigns of teams will be presented at the end of the intensive period.

Assessment scale

Pass/Fail

Teaching methods

Contact sessions, individual and team work, virtual learning, advertising and marketing communications campaign

Learning materials

PR Smith & Jonathan Taylor. Marketing Communications. An Integrated approach. Kogan Page Limited. London. Newest Edition.
Chris Fill. Marketing Communications. Pearson Education Limited. Newest Edition
Kotler Philip & Keller Kevin L. Marketing Management. Pearson Education. 2012.
Kotler, Keller, Brady, Goodman, Hansen. Marketing Managment. Pearson Education. The European version. 2012.
Handouts

Student workload

This course is 5 credits which means about 135 hours of student work in total. The work consists of contact sessions and workshops, the course literature, course-related work, presentations, assignment and advertising and marketing communications campaign.Contact teaching including special sessions and workshops will be about 40 hours, the remaining hours consist of studying the course literature, course-related work and assignment.

Content scheduling

Periods 3-4.

Completion alternatives

-

Practical training and working life cooperation

Company-related advertising and marketing communications campaign

International connections

Guest lecturers from 5 European Higher Education Institutions. Students from the same HEIs.

Further information

Senior Lecturer in Marketing Pirkko Varis, pirkko.varis@tamk.fi, phone +358 50 329 3144

Assessment criteria - satisfactory (1-2) (Not in use, Look at the Assessment criteria above)

Student has achieved the objectives of the course sufficiently. Student understands the premises and principles of the subject matter. Student recognizes, is able to determine and use the concepts and models.

Assessment criteria - good (3-4) (Not in use, Look at the Assessment criteria above)

Student has achieved the objectives of the course well although the skills and competences are somewhat in need of further development. Student is able to determine and apply the concepts and models of the subject matter well and is able to apply them in simple tasks.

Assessment criteria - excellent (5) (Not in use, Look at the Assessment criteria above)

Student has achieved the objectives of the course excellently. The student masters the concepts and models of the subject matter in an excellent manner. Student is able to conduct fluent and reasoned analysis and has good capabilities to apply the learning.

Assessment criteria - pass/fail (Not in use, Look at the Assessment criteria above)

Student has failed in achieving the objectives of the course and has not participated in team work to produce advertiging and marketing communications campaign based on the assignment from the company.