x !
Archived Curricula Guide 2012–2015
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
2012–2013 X
2013–2014 X
2014–2015 X
Preceding studies
KATMAP11 Multidimensional Marketing compulsory for Finnish students only.
Corresponding course units in the curriculum
School of Management
Curricula 2011 – 2012

Learning outcomes

The student will gain a deeper understanding on the different approaches of marketing communications and is able to evaluate their use in the changing mediascape. The student learns to interactively engage with stakeholders, especially customers. In addition, the student can critically evaluate ethical concerns related to marketing communications.


The course familiarizes students with various theories of integrated marketing communications. Special focus is on various tools and techniques of communications and their importance in building brands through different channels. Furthermore, recent trends, such as social media, user-generated content, blogs, viral marketing and mobile applications are discussed, enriched with examples from practice.

Teaching methods

Lectures and exercises 20 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

Written exam in Finnish or in English. Exam on lectures and study materials.


Numeric 1-5.

Study materials

1. de Pelsmacker, Patrick, Geuens, Maggie & van den Bergh, Joeri: Marketing Communications: A European Perspective, Pearson, 2010 or later.
2. Kimmel, Allan J.: Connecting with Consumers. Marketing for New Marketplace Realities, Oxford University Press, 2010.
3. Other materials given by the lecturer, e.g. articles.

Further information

Recommended year of study: 1. year Spring

Belongs to following study modules

School of Management
Archived Teaching Schedule. Please refer to current Teaching Shedule.
School of Management