Integrated Marketing Communication (10cr)

Objective

Students will be able to plan, implement and assess various marketing communication methods and channels, while understanding the importance of integrated marketing communication and the effect of aims, target groups, overall profitability and the budget. They will be proficient in the methods and channels of digital marketing, being able to select them according to the situation and aims. They will be capable of producing publishable content in different devices.

Content

Overall marketing communication planning
Channels and methods of marketing communication
Planning and implementing a marketing campaign
Digital marketing communication
Digital media and channels
The publishing process of a printed product and publishing house cooperation

Assessment criteria, excellent (5)

The students are able to use the fundamental theories and concepts of marketing communication independently and can use and justify their choice of concepts systematically and logically. They are able to choose the best and most appropriate methods, channels and theories for a situation and to apply them in different areas of marketing communication.

Assessment criteria, good (3)

The students are able to use the fundamental theories and concepts of marketing communication and can use the concepts systematically and logically. They are able to choose the best and most appropriate methods, channels and theories for a situation and to apply them in different areas of marketing communication.

Assessment criteria, satisfactory (1)

The students are able to use the fundamental theories and concepts of marketing communication to some extent. They are able to choose the best and most appropriate methods, channels and theories for a situation and to apply them in different areas of marketing communication under supervision.