You are here

Creative Corporate and Marketing Communication

Creative Corporate and Marketing Communication

Code: MAR3LF004
Extent: 12 ECTS (320 h)
Timing: Semester 5 - 7
Language: English
Level: Professional Specialisation Studies
Type: Compulsory to those who have chosen MARLF2 Global Customer Relationships Management and Communication as their specialisation.

Prerequisites

The student has successfully completed the GloBBA Basic and Joint Professional Studies. The course is part of the module of Global Customer Relationship Management and Communication.

Learning outcomes

Upon successful completion of the course, the student

  • Knows the key theoretical concepts of branding and corporate and marketing communications and can use them to explain the practical task.
  • Can understand and describe creative corporate and marketing communications and branding as a strategic tool for business management, leadership and marketing.
  • Can work with a client company in a multicultural team, showing service and sales orientation as required by the HH3S policy.
  • Can apply problem identification, analysis and solving to branding and communication projects.
  • Can conduct qualitative research in branding and corporate and marketing communication.
  • Can collect, analyse and use relevant research findings to create brand management guidelines and/or a communication plan for a client company.
  • Has enhanced his/her HH3S competences as applicable to the course.

Course contents

Integrated communication and branding

  • Strategic  brand and corporate communication
  • Corporate and brand identity and image development
  • The roles of different agencies

Communication objectives and measurement

  • Stages in the communication planning process
  • Context analysis
  • Target group decisions in b-to-b and b-to-c communication
  • Objectives and measurement

Media and message decisions

  • Communication trends and media habits
  • Media decisions
  • Social media branding and marketing communication
  • Message and creative decisions
  • Visual brand identity
  • Storytelling

Communication research

  • Importance of communication research
  • How to use communication research

Cooperation with the business community

Guest lecturers or online events
Client project (brand management guidelines and/or corporate and marketing communications plan)

International dimension

Projects for international companies
Projects with international partners, if possible

Teaching and learning methods

Problem-based learning (PBL) with a strong emphasis on project work
Contact lessons and workshops or online discussions and events
Independent information search and study
Assessment of one’s own learning

Recognition of prior learning

Recognition of prior leaning (RPL) is observed on the course according to separate instructions.

Teachers responsibility for the course

Kevin Gore, Pasila
Matti Helelä, Pasila
Anne Korkeamäki, Pasila

Course materials

Gad,T.2001. 4-D Branding. Cracking the Corporate Code of the Network Economy. Financial time. Prentice Hall. London.
Ind.N.2007. Living the Brand. How to transform every member of your organization into a brand champion.
Keller, K. 2012. Strategic Brand Management: a European Perspective. Pearson Education. Upper Saddle River.
Fill, C. 2009. Marketing Communications: Interactivity, Communities and Content. 5th edition. Pearson Education. Harlow.
De Pelsmacker, P., Geuens, M. & van den Bergh, J. 2010. Marketing Communications: A European Perspective. 4th edition. Pearson Education. Harlow.

Assessment criteria

Grade/Learning Outcomes

1 (Min. 40%
competence level)
3 (Min. 70%
competence level)
5 (Min. 90%
competence level)
Knowledge The student can partly understand but only poorly describe creative
corporate and marketing communications as a strategic tool for business management, leadership and marketing.
The student can mostly understand and mostly describe creative corporate and marketing communications as a strategic tool for business management, leadership and marketing. The student can fully understand and very clearly describe creative corporate and marketing communications as a strategic tool for business management, leadership and marketing.
Skills With great difficulty and under strict supervision, the student can partly collect, poorly analyze and partly use relevant research findings to create brand guidelines and/or a communication plan for a client company at a beginner’s level. The student can collect, partly analyze and partly use relevant research findings to create brand guidelines and/or a communication plan for a client company at a beginner’s level. The student can collect, analyze and use relevant research findings to create brand guidelines and/or a communication plan for a client company at a high professional level.
Competence With great difficulty and under strict supervision, The student can partly work with a client company in a multicultural team. He/she can poorly apply problem identification, analysis and solving to branding and communication projects. With great difficulty and under strict supervision, the student can conduct qualitative research in branding and corporate and marketing
communication. The student shows poor service and sales orientation as required by the HH3S policy.
The student can work with a client company in a multicultural team. He/she can apply problem identification, analysis and solving to branding and communication projects. The student  can conduct qualitative research in branding and corporate
and marketing communication. The student shows good service and sales orientation as required by the HH3S policy.
The student can work very professionally with a client company in a multicultural team. He/she can fully apply problem identification, analysis and solving to branding and communication projects. The student can conduct qualitative research in branding and corporate and marketing communication at a highly professional level. The student shows excellent service and sales orientation as required by the HH3S policy.

Modes of assessment and their weights

Tutorial performance and preparation 40%
Client project 50%
Presense in other course activities 10%

The assessment of one's own learning does not influence the course grade. The assignment is the same for all courses/modules and the answers will also be used for course/module development. The assignment is completed on an E-form.