Study Guide

Objective

After completing this course the student is able to
- apply and reflect the key terms, definitions and concepts of integrated marketing communications (IMC)
- examine how IMC helps in building brand identity and developing brand value
- develop a cross-media strategy and creative message to reach the target audience
- choose a marketing communications mix to achieve IMC campaign objectives
- measure and evaluate the effects and results of an IMC campaign to determine its success

Content

- Integrative approach to the study of marketing
- Formulation and analysis of promotional goals; planning, organising, and controlling the promotion function; creative planning; budgeting and media selection
- The specifics of social marketing

Materials

All materials will be published in Optima
course books: Integrated Marketing Communication
Author: Jerome M. Juska.Routledge Ltd

Teaching methods

Lecture, self studies, workshops, seminars, and commentaries

Exam schedules

No exam

International connections

Innovation Pedagogy: Learning by doing, flip learning and case study approach.

Student workload

Contact hours online: 6 hours
3 Individual assignments: 30 hours
3 group Assignments: 20-30 hours
Readings and self studying: 30 hours
3 group discussions:20-30 hours

Content scheduling

• The nature of integrated marketing communications (IMC) components
• Emerging Trends in Marketing Communications
• The nature of integrated marketing communications (IMC) process
• Marketing Communications designs and frameworks
• Message Strategies and execution framework
• Digital Marketing

Further information

Attendance in group meetings are compulsory.
Student places are divided between Turku University of Applied Sciences and other Universities of Applied Sciences, so that 50% of the students are accepted from Turku University of Applied Sciences and 50% of the students are accepted from other Universities of Applied Sciences (e.g. a total of 30 places in the course; 15 students from TUAS, 15 from other UAS).

Evaluation scale

H-5

Assessment methods and criteria

All the components (individual assignments, group assignments and discussions will be graded as follow:
Fail (0pts)
Pass / Good (1pts)
Really good / Excellent (2pts)
• 3 individual assignments: 6 points maximun
• 3 group assignments: 6 points maximum
• 3 group discussions: 6 points maximum
• Individual performance: 2 points maximum
The points translate as follow for the final grade:
• 20-17 points = grade 5
• 16-15 points = grade 4
• 14-13 points = grade 3
• 12-11 points = grade 2
• 10 points = grade 1
• 9 points and below = fail
OBS: The two first individual assignments and the two group assignments are compulsory to be able to pass the course.

Assessment criteria, fail (0)

Passive or no participation throughout the course. The student show very limited knowledge and understanding of the main areas of the course as well as inability to grasp fundamental about Integrated Marketing Communications. Zero or insignificant contribution during the group or team discussions. Student show very little ability to gather and interpret relevant learning outcome. The student has difficulties in communicating his/her ideas to others. Majority of assignments are unclear.

Assessment criteria, satisfactory (1-2)

Limited participation throughout the course duration and contribution towards the completion of course assignments. The student demonstrate limited knowledge and understanding of the main areas of the course. The student shows difficulties in applying his/her knowledge and understanding of the content. Basic understanding, and limited ability apply knowledge into practice. The student has difficulties in communicating his/her ideas to others. Some parts of the text are unclear

Assessment criteria, good (3-4)

Good participation throughout the course duration, and encourages (support) other study team members in identifying, Good understanding of overall IMC processes. Delivers good assignment, where s/he can apply theoretical knowledge into practice (incorporate clear theories into practice. The student demonstrates good ability to gather and interpret relevant data to inform judgments that include reflection about what is asked for the assignments. The student is able to communicate his/her ideas to others. Important parts of the text are clear and well written.

Assessment criteria, excellent (5)

Excellent participant throughout the course duration, and encourages (support/guide) other study team members in contributing towards the final assignments. Excellent understanding of key IMC philosophy and processes. Student demonstrate excellent ability to apply theoretical knowledge into practice. The student ability to gather and interpret relevant data to is consistent thought the course duration. The student is able to communicate clearly his/her ideas to others in a professional way. Most of the text is clear and well written.