1. K1031IB INTERNATIONAL MARKETING COMMUNICATION 3 CR Sirpa Puolakka, M.Sc.(Econ.) Oulu University of Applied Sciences School of Business and Information Management sirpa.puolakka@oamk.fi Office: A129

2. 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

3. 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

4. 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

5. 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.

6. 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.