Marketing
| Period(s) | I | II | III | IV |
| 2012–2013 | X | |||
| 2013–2014 | X | |||
| 2014–2015 | X |
Learning outcomes
The student will gain a deeper understanding on the different approaches of marketing communications and is able to evaluate their use in the changing mediascape. The student learns to interactively engage with stakeholders, especially customers. In addition, the student can critically evaluate ethical concerns related to marketing communications.
Contents
The course familiarizes students with various theories of integrated marketing communications. Special focus is on various tools and techniques of communications and their importance in building brands through different channels. Furthermore, recent trends, such as social media, user-generated content, blogs, viral marketing and mobile applications are discussed, enriched with examples from practice.
Teaching methods
Lectures and exercises 20 h.
Teaching language
EnglishModes of study
- Degree Programme Students
- Other Students
- Open University Students
- Doctoral Students
- Exchange Students
Written exam in Finnish or in English. Exam on lectures and study materials.
Evaluation
Numeric 1-5.Study materials
1. de Pelsmacker, Patrick, Geuens, Maggie & van den Bergh, Joeri: Marketing Communications: A European Perspective, Pearson, 2010 or later.
2. Kimmel, Allan J.: Connecting with Consumers. Marketing for New Marketplace Realities, Oxford University Press, 2010.
3. Other materials given by the lecturer, e.g. articles.
Further information
Recommended year of study: 1. year Spring
Belongs to following study modules
