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Current trends: Integrated Marketing Communications

Current trends: Integrated Marketing Communications
  • Code: COM4LJ012 
  • Scope: 5 ECTS (135 h) 
  • Timing: 1st/3rd semester 
  • Language: English 
  • Curriculum: Communication Management 2014 
  • Level: Advanced professional studies at Master-level 
  • Type: Elective 

Starting level and linkage with other courses

Eligibility to Master-level studies. Link to Planning and Leading communications.

Learning objectives and assessment
Grade 1

The student knows concepts, methodology and knowledge corresponding to integrated marketing communications. S/he is able to execute benchmarking at beginners level and can choose and integrate fit for purpose IMC-tactics to a brand/organization.  S/he can produce content for various (including digital) channels.

Grade 3

In addition to the above mentioned competences s/he is able to execute market analysis / benchmarking at intermediate level. The student can implement fit for purpose IMC-tactics and strategies and engage defined target audiences with creative content in diverse channels. S/he understands concepts, methodology and knowledge corresponding to integrated marketing communications.

Grade 5

Based on the business/strategy the student is able to apply market analysis and benchmarking to plan and implement comprehensive IMC plan and produce creative content that it impactful and differentiates the brand from its competitors. S/he can seek and analyze knowledge and information in order to continuously improve integrated marketing communications in a given context.

Recognising and validating prior learning (RPL)

If student has acquired the required competence in previous work tasks, recreational activities or on another course, s/he can show the competence with a demonstration, and progress faster through her/his studies. More information and instructions for recognising and validating prior learning (RPL) are available at MyNet.

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

Cooperation with the business community

Guest Lectures. Students are required to relate their studies to own, real-life work situations


International learning material and cases. Some of the quest lecturers represent international organizations.

Course Contents

  • Concept of integrated marketing communications
  • Creative Planning process
  • Content marketing
  • Earned, shared, earned paid media
  • Metrics and evaluation
  • IMC planning processes and tactics
  • Theoretical and critical perspectives to IMC
  • IMC technology and tools
  • Other topical IMC related themes by the guest lectures

Learning methods
According to implementation – mix of guest lectures, contact sessions, individual and group assignments, online learning, learning diary and self-assessment of learning.

Work-based learning to be discussed and agreed with the teacher.

The course is evaluated on scale 1 to 5. The assessment criteria are presented for grades 1 - 3 - 5.

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.

Course teacher(s)
Mirka Sunimento, Pasila

Learning materials
To be communicated when the course begins.

Implementation plan
Available for students when the course begins.

Available for students when enrolment opens

Learning assignments and competence assessment

To be communicated when the course begins.

Updated based on feedback received