Transcript K1031BI International Marketing Communication 3 cr

K1031IB
INTERNATIONAL MARKETING
COMMUNICATION 3 CR
Sirpa Puolakka, M.Sc.(Econ.)
Oulu University of Applied Sciences
School of Business and Information Management
[email protected]
Office: A129
Objectives
• Students understand and become familiar with the
objectives and tools of marketing communications and
learn to plan marketing communication
• Students understand how
marketing communication works
• Students learn international
marketing communication strategies
Contents
• Concept of integrated marketing communications (IMC)
• The communication process
• Hierarchy of effects models
• Marketing communication objectives and target audiences
• The tools of marketing communication
• Advertising, sales promotion, public relations, (personal selling)…
• Marketing communication planning
• Message planning
• Media planning
• International marketing communication strategies
Organization and assessment
• Lectures, group work and discussion
• Classes
• on Thursdays at 12.25 – 13.55
• on Fridays at 10.50 – 12.20
• Visitors from companies on
• Thu 20th March at 12.25 in Auditorium B353
• Polar Electro, Group Brand Director Kirsti Laasio: Marketing at Polar
• Fri 21st March at 12.00 in Auditorium B353
• Global trade today /Green thinking event
• There may be other visitors, too.
• No classes on
• Thu 27th and Fri 28th March: group work on Assignment 1
• Thu 17th April: independent work day for students
• Fri 18th April: Easter holiday
• Thu 1st May: May Day
Organization and assessment
• Two assignments
• Research topic and presentation of the results
• Marketing communication planning
• Exam on Mon 12th May at 12.25
• Assessment
• Exam 1,5 cr : grading 1 – 5
• 1st assignment 1 cr: grading 1 – 5
• 2nd assignment 0,5 cr: accepted
• Please, follow Oiva for more information, material and
announcements concerning the course.
Literature
• Kotler, Philip & al 2009. Marketing management:
• Chapter 19 Designing and managing marketing communications
• Chapter 20 Managing Mass and personal communications
• (or any newer edition)
• Teacher’s material (PowerPoint-slides) in Oiva
• There are many books on
marketing communications
and its different tools in English
in our library. Use them when
doing your assignments.