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Archived Curricula Guide 2015–2017
Curricula Guide is archieved. Please refer to current Curricula Guides
KATMAA12 Marketing Communications 5 ECTS
Organised by
Degree Programme in Business Studies
Person in charge
Lecturer in marketing
Planned organizing times
Period(s) I II III IV
2015–2016 X
2016–2017 X
2017–2018 X
Preceding studies
KATMAP11 Multidimensional Marketing compulsory for Finnish students only.
Corresponding course units in the curriculum
School of Management
Curricula 2012 – 2015
KATMAA12 Marketing Communications 5 ECTS

Learning outcomes

After completing the course, the student understands the strategic role of marketing communications in interactively engaging with customers and other stakeholders. The student is able to plan and evaluate the use of different communications tools in the changing mediascape. In addition, the student can critically assess ethical concerns related to marketing communications.


The course familiarizes students with the key concepts and theories of marketing communications. Special focus is on the use of various tools and techniques in different channels as well as the strategic role of the brand as the core of marketing communications. Furthermore, changes taking place in the mediascape as a result of various trends such as social media, user-generated content, blogs, viral marketing and mobile applications, are discussed, enriched with examples from practice.

Teaching methods

Teaching method Contact Online
Lectures 20 h 0 h

Teaching language


Modes of study

Option 1
Available for:
  • Degree Programme Students
  • Other Students
  • Open University Students
  • Doctoral Students
  • Exchange Students
Participation in course work 
In English

Lectures, Moodle exercises, and exam in Finnish or in English.


Numeric 1-5.

Study materials

  1. Dahlen, Micael, Lange, Fredrik & Smith, Terry: Marketing Communications: A Brand Narrative Approach, Wiley: Chichester, 2010.
  2. Other materials given by the lecturer, e.g. academic articles.

Further information

Recommended year of study: 1. year, spring (for degree programme students)

Belongs to following study modules

School of Management
School of Management
School of Management
School of Management
Archived Teaching Schedule. Please refer to current Teaching Shedule.
For Open University students only
School of Management