Study Guide

Objectives (course unit)

This course expands on the earlier Introduction to Marketing 1 and 2, providing deeper knowledge and skills in strategic planning and development of marketing. The course gives the fundamental basis for those aiming at a career in marketing, merging theory with practice.

After completing the course the students will be able to
• Derive the marketing strategy from the business strategy
• Choose and apply different marketing strategies for different
businesses
• Write a consistent marketing plan based on customer needs and
marketing strategy

Content (course unit)

What are the different levels of marketing planning?
What kind of different marketing strategies businesses apply and why?
What is the structure and content of a strategic marketing plan?
How does marketing function contribute the success of a business?

Prerequisites (course unit)

Introduction to Marketing 1 and 2 or equivalent

Further information (course unit)

-

Assessment criteria, satisfactory (1-2) (course unit)

The student is able to identify principles of the business strategy and strategic marketing. The student is able to participate in a team project performing the given tasks in according to instructions.

Assessment criteria, good (3-4) (course unit)

The student is able to determine and apply the concept and tools of strategic marketing in marketing planning. He/she is able to conduct some analysis and suggest development actions suitable for the business strategy. The student actively contributes to a team project being able to receive and give constructive feedback.

Assessment criteria, excellent (5) (course unit)

The student masters the concepts and different models of strategic marketing, and is able to connect business strategy to marketing strategy in the business context in question. Student is able to conduct well structured analysis and is able to create, evaluate and combine different solutions to a given marketing problem. The student acts in a flexible and constructive way in team projects developing the team’s interaction.

Location and time

Sessions will be held according to the schedule in Pakki.

Exam schedules

All the assignments given must be submitted on the given schedule. The schedule will be given in the first class.
Group assignments presentation according to schedule in class.

Assessment methods and criteria

According to TAMK evaluation criteria (0,1-5)
- Knowing
- Doing
- Being

Assessment scale

0-5

Teaching methods

-Lectures
- Flipped classroom sessions
- Inquiry-based learning
- Collaborative learning
- Independent study and research

Learning materials

Hooley, G. J., Piercy, N. Nicoulaud, B. & Nick, Le (2020). Marketing strategy and competitive positioning. 7th edition, Pearson Education.
Kotler, P., Keller, K. L., Brady, M., Goodman, M., & Hansen, T. (2019). Marketing management (4th European edition.). Pearson.

Additional course material, such as blogs, videos, blogs, and short articles, will be provided in Moodle workspace.

Student workload

According to the TAMK schedule, ECT credits, and Moodle timing instructions: A course of 5 credits will mean a workload of approximately 135 hours. which will be divided as follows: 20 hours of classes, 40 hours of group assignments casework, and reporting: and 60 hours of learning diary:
Students are expected to:
- Attend lessons
- Participate in group discussions and activities
- Study materials are given to them on their own time

Content scheduling

Customer Analysis
Competitor analysis
Strategic planning for Products
Strategies for pricing
Strategies placement and distribution
Strategies for communication and promotion

Completion alternatives

If the course cannot be completed the instructed way, the student should contact the teacher to negotiate other possible ways of completing the course.

Practical training and working life cooperation

Project work/case studies
During the course, the students will work in small groups. The casework may require working with the company representative.

International connections

The course is a part of International Business Studies, so the international aspects are an important part of studying in general. An international point of view is taken into consideration whenever strategic marketing is discussed.