After completing the course, the student understands the strategic role of marketing communications in interactively engaging with customers and other stakeholders. The student is able to plan and evaluate the use of different communications tools in the changing mediascape. In addition, the student can critically assess ethical concerns related to marketing communications.
Lectures, Moodle exercises, and exam in Finnish or in English.
1. Dahlen, Micael, Lange, Fredrik & Smith, Terry: Marketing Communications: A Brand Narrative Approach, Wiley: Chichester, 2010.
2. Wind, Yoram & Hays, Catharine: Beyond Advertising: Creating value through all customer touchpoints, 2016.
3. Other materials given by the lecturer, e.g. academic articles.
Recommended year of study: 1. year, spring (for degree programme students)