Study Guide

Objective

Students will be able to use marketing communication tools and channels, and understand the importance of integrated marketing communication. The student will be able to identify the means and channels of digital marketing communication and select them according to the situation and objectives. The student will be able to produce publishable content for different channeis.

Content

- Customer-oriented communication planning
- Overall marketing communications planning
- Marketing communication tools and channels
- Image creation in marketing communication
- Social media and social media channels
- Metrics and analytical methods for monitoring the effectiveness of customer-centred marketing
- Digital marketing channels
- Responsibility of marketing communication from different perspectives

Evaluation scale

0 - 5

Assessment criteria, excellent (5)

The student can apply the basic theories and concepts of marketing communication independently and use them logically and consistently.
The student can, on own initiative, choose the most appropriate methods, channels and theoretic backgrounds for a situation and apply them in different areas of marketing communication

Assessment criteria, good (3)

The student can use and apply the basic theories and concepts of marketing communication logically and consistently.
The student can choose the most appropriate methods, channels and theoretic backgrounds for a situation and apply them in in different areas of marketing communication

Assessment criteria, satisfactory (1)

The student can use and apply the basic theories and concepts of marketing communication to some extent.
The student can choose appropriate methods, channels and theoretic backgrounds for a situation and apply them in different areas of marketing communication under guidance.