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Marketing Communication

Structure Type: Study unit
Code: RBA0502
Type: Compulsory / Basic Studies
Curriculum: R-TRB 2010
Level: Bachelor of Hospitality Management
Year of Study: 2 (2011-2012)
Credits: 3 cr
Responsible Teacher: Hellström, Heidi
Language of Instruction: English

Courses During the Academic Year 2011-2012

Impl.Study TimeTeacher(s)LanguageEnrolment
62011-10-24 – 2012-03-02Sören GranlundEnglish2011-10-03 – 2011-10-30

Learning Outcomes

The student gets familiar with the basic concepts of marketing communication mix integrated with social media aspect and understands the importance of marketing online and offline from the company point of view. The student is familiar with different ways of applying the means of marketing in practice by using wide variety of web tools.

Student's Workload

Total work load of the course: 81 h
- of which scheduled studies: 39 h
- of which autonomous studies: 42 h

Prerequisites / Recommended Optional Courses

Basics of Marketing

Contents

Basic of marketing communication and different communication mix: advertising, branding, sales promotion, public relations, social media, web, blogs, word of mouth and guerilla marketing.

Recommended or Required Reading and Other Learning Resources/Tools

Marketing communications: Integrating offline and online with social media / P.R. Smith & Ze Zook (2011)

Mode of Delivery / Planned Learning Activities and Teaching Methods

Lectures, case assignment

Assessment Criteria

5 Student can develop innovative marketing communication mix solutions and utilize several web tools
3 Student knows how to utilize marketing communication mix and web tools
1 Student understands the concept and content of marketing communication mix and can use few web tools

Assessment Methods

Project work (50 %) and assignments (50 %).


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