Strategic Communication and MarketingLaajuus (5 cr)

Objective

This course explores communications and marketing in cultural sector organisations from a strategic management perspective. We focus on how to plan and deliver communications and marketing to achieve the strategic objectives of the organisation. Students will learn the foundations of strategic communications and marketing, become familiar with the technology, explore case studies, and dive into the innovative planning and delivery of strategic communications and marketing for the cultural sector. On successfully completing this course, students will: - Understand the importance of communications and marketing in the strategic management of an organisation - Recognises the potential of digital tools in strategic communications and marketing - Be able to evaluate cultural sector organisations’ communications and marketing from a strategic management perspective can identify development needs. - Have the skills to plan an organisation’s strategic communications and marketing (including within a digital environment), and to implement this plan.

Content

Content: • The foundations of strategic communications and marketing • Designing a strategic communications and marketing development plan for cultural sector organisations. • Anticipating needs for change in the cultural sector in the strategic management of communications and marketing: diversity, internationalization, digital communications and marketing tools, AI-based applications, future-oriented thinking