Integrated Marketing Communications (5cr)

Evaluation methods and criteria

Successful completion of the course requires achieving a minimum of 51 out of total 100 points from 3 course assignments, lecture attendance, and class tasks / homework.

The weighting of the different course components is as follows:

- Class Attendance (max. 10 points; minumum of 50% attendance is mandatory for a passing grade)
- Class Tasks & Homework (max. 20 points)
- Course Assignments in Groups (max. 70 points)

Assessment scale:

Fail (0): 0 - 50 points
Adequate (1): 51 - 60 points
Satisfactory (2): 61 - 70 points
Good (3): 71 - 80 points
Very good (4): 81 - 90 points
Excellent (5): 91 - 100 points

Evaluation scale

0 - 5

Objective

The student understands the strategic nature of marketing communications and learns to identify different functions of marketing communications, communications' effects on consumers, and understands the marketing communications planning process. The student is able to plan marketing communications and student can critically evaluate ethical concerns related to marketing communications

Execution methods

Contact lectures
Workshop sessions
Blended learning

Accomplishment methods

Book reviews
Case studies
Marketing communication planning

Content

Concept of integrated marketing communications
Different perspectives to IMC and the theoretical views influencing those
Strategic role and planning process of integrated marketing communications
The role of advertising and media choice
The role of sales promotion, public relations and networks and event management
Ethical and social responsibilities in marketing communications

Location and time

The course is delivered as contact teaching during the autumn semester according to the timetable.

Materials

The lecture materials for the course are compiled from several textbooks on marketing communications as well as other literature. The source materials for each lecture session are indicated in the lecture slides, which are available in Reppu.

Teaching methods

The course consists of compulsory lectures for all students, accompanied by independent learning assignments in Reppu. These assignments help you practice and demonstrate mastering and understanding of the key course content. The course also includes three group projects. The projects guide you in applying the knowledge you have learned into a practical marketing setting. The projects are evaluated numerically and are essential part of the course completion requirements.

Student workload

The course requires approximately 135 hours of student work. Lectures make up 35 hours, and the remaining 100 hours are related to the assessed project work. These amounts are indicative; the actual workload depends on the time the student spends on the tasks.

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.

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, 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