Integrated Marketing Communications in Digital Environment (5 cr)

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.

This course consists of a optional 5 credits practical work life-related project

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
Ethical and social responsibilities in marketing communications

Assessment criteria, satisfactory (1)

Student demonstrates basic understanding of marketing communications concepts and key elements.
Has an ability to choose appropriate elements of marketing communications channels and use theory background.

Assessment criteria, good (3)

Student uses the right basic concept consistently and provides the terminology and key elements in the concepts taught.
Has an ability to choose and utilize appropriate elements of marketing communications channels and use theory background.

Assessment criteria, excellent (5)

Student uses independently the right basic concept in a versatile and broad manner and provides the excellent description of the concept and / or key elements of the key concepts taught in the course.
Has an ability to apply knowledge gained from prior courses in practice and has an ability to choose and utilize appropriate elements of marketing communications channels and use theory background.

Qualifications

Marketing fundamentals and planning in esports