Integrated Marketing Communication (10 cr)

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 and of understanding and assessing the impact of integrated marketing communication solutions, also their wider strategic impact.

Content

Overall marketing communication planning
Channels and methods of marketing communication
Media planning
Planning and implementing a marketing campaign
Digital marketing communication
Digital media and channels

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. The students are also able to describe the to some extent basic impact of the marketing communication solutions that they apply and loosely connect them with strategic impact.

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. The students are also able to understand and describe the basic and strategic impact of the marketing communication solutions that they apply.

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. The students are also able to assess the basic and strategic impact of the marketing communication solutions that they apply.

Qualifications

Basic studies