Please note! Course description is confirmed for two academic years, which means that in general, e.g. Learning outcomes, assessment methods and key content stays unchanged. However, via course syllabus, it is possible to specify or change the course execution in each realization of the course, such as how the contact sessions are organized, assessment methods weighted or materials used.


Credits: 6

Schedule: 02.08.2023 - 04.09.2023

Teacher in charge (valid for whole curriculum period):

Teacher in charge (applies in this implementation): Hedon Blakaj

Contact information for the course (applies in this implementation):

Hedon Blakaj 

CEFR level (valid for whole curriculum period):

Language of instruction and studies (applies in this implementation):

Teaching language: English. Languages of study attainment: English


  • applies in this implementation

    This Integrated Marketing Communications (IMC) is an elective within the Bachelor Program in Marketing at Aalto University School of Business. It is a 6 ETCS course. The course is offered in period three and through Open University. The language of the course is English. The IMC course is offered to bachelor students majoring in marketing and Aalto University students minoring in marketing. The Principles of Marketing course is a prerequisite for taking the IMC course.

    Upon the completion of this course, students will learn the strategic role of IMC in brand management and brand-building efforts, learn how to plan, execute, and evaluate IMC campaigns, and understand the role of IMC in relation to sustainability and ethical responsibility as a practitioner of IMC. Moreover, upon completing this course, the student will have cultivated the competencies listed above and made her/him competent to work in any industry as a brand and brand communication specialist.

    Specifically, after the course, the student:

    1. Will identify the concept of IMC as a promotional framework for branding and brand management.

    2. Will understand the role and function of branding in building IMC campaigns.

    3. Will learn to identify the intricacies of the creative process in IMC campaigns.

    4. Will recognize the role and function of promotional tools in IMC campaigns.

    5. Will learn to apply the concept of IMC as a strategic and tactical brand management framework.

    6. Will be able to plan, execute, and evaluate IMC campaigns.

    7. Will identify the role of sustainability (SDG 12) and ethical responsibility as a practitioner of integrated marketing communications.

Assessment Methods and Criteria
  • applies in this implementation

    The final grade is a result of an assessment that comprises of written examination and a group written report. The written exam comprises 40% of the final grade, whereas the group report comprises 60% of the final grade, altogether comprising 100% or 100 maximum points. The course grade breakdown is as follows:

    Grade 1: 50-59 points

    Grade 2:  60-69 points

    Grade 3: 70-79 points

    Grade 4:  80-89 points

    Grade 5: 90-100 points

  • applies in this implementation

    160 hours:

    1. Lectures (24h)
    2. Group work (70h)

    3. Independent learning (63h) 

    4. Exam (3h)


Study Material
  • applies in this implementation

    Compuslory reading material: 

    Read in this order: 

    Sessions on branding and IMC: 

    1. Keller, K. L. (2001). Building customer-based brand equity: A blueprint for creating strong brands.

    2. Holt, D. B. (2003). Brands and branding. Boston: Harvard Business School Publishing.

    3. Batra, R., & Keller, K. L. (2016). Integrating marketing communications: New findings, new lessons, and new ideas. Journal of marketing80(6), 122-145.

    Sessions on promotional mix tools: 

    Chapters from Fill's book - (in no particular order): 

    Advertising: role, forms and strategy (pages: 355-385) 

    Public relations: principles and practice (pages 388 – 418)

    Sponsorship (pages 422- 447)

    Direct marketing and personal selling (pages 450 – 483) 

    Sales promotions, field marketing and brand experience (pages 485-514) 

    *Note: all study material will be uploaded in pdf formats in MyCourses in due time. Further instructions about reading materials will be given during the first session. 


    Sales promotions

    • Brito, P. Q., & Hammond, K. (2007). Strategic versus tactical nature of sales promotions. Journal of Marketing 

    Communications13(2), 131-148. 

    Public relations (PR)

    • Grunig, J. E., & Hunt, T. T. (1984). Managing public relations. Holt, Rinehart and Winston.

    Personal selling

    • Weitz, B. A., & Bradford, K. D. (1999). Personal selling and sales management: A relationship marketing perspective. Journal of the academy of marketing science27(2), 241-254. 


    • Aaker, D. A., & Joachimsthaler, E. (2012). Brand leadership. Simon and Schuster. (Chapter 7) 
    • Meenaghan, T. (2001). Understanding sponsorship effects. Psychology and Marketing18(2), 95-122.

    • Meenaghan, T., & Shipley, D. (1999). Media effect in commercial sponsorship. European journal of marketing33(3/4), 328-348. 

Substitutes for Courses


Further Information
  • valid for whole curriculum period:

    Course Homepage:

    Registration for Courses: In the academic year 2021-2022, registration for courses will take place on Sisu ( instead of WebOodi.

Details on the schedule
  • applies in this implementation

    U358 - U358 – Undergraduate Centre
    U358 - U358 – Undergraduate Centre