Strategic Marketing PlanningLaajuus (3 cr)
Code: 3B00DW55
Credits
3 op
Objectives
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
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
Introduction to Marketing 1 and 2 or equivalent
Assessment criteria, satisfactory (1-2)
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)
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)
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.
Further information
-
Enrolment period
02.12.2023 - 12.01.2024
Timing
01.01.2024 - 06.03.2024
Credits
3 op
Mode of delivery
Contact teaching
Unit
International Business
Campus
TAMK Main Campus
Teaching languages
- English
Degree programmes
- Bachelor's Degree Programme in International Business
Teachers
- Salman Saleem
Person in charge
Salman Saleem
Groups
-
24KVHN1KInternational Business Exchange Student Group Spring 2024
-
22IB
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.
Final project presentation on the last class meeting
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 3 credits will mean a workload of approximately 80 hours. which will be divided as follows: classes, casework, and reporting: learning diary: Classroom group assignments and tasks.
Students are expected to:
- Attend lessons
- Participate in group discussions and activities
- Study materials are given to them on their own time
Content scheduling
Market-led strategic management
Customer Analysis
Competitor analysis
Strategic planning for Products
Strategies for pricing
Strategies for placement
Strategic for 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.
Further information
According to TAMK evaluation criteria (0,1-5)
- Knowing
- Doing
- Being
Assessment criteria - fail (0) (Not in use, Look at the Assessment criteria above)
The student isn't able to identify any principles of business strategy and strategic marketing. The student hasn't been able to participate in a team project or has failed to submit the required course tasks and assignments.
Assessment criteria - satisfactory (1-2) (Not in use, Look at the Assessment criteria above)
The student is able to identify principles of business strategy and strategic marketing. The student is able to participate in a team project performing the given tasks according to instructions.
Assessment criteria - good (3-4) (Not in use, Look at the Assessment criteria above)
The student can determine and apply the concepts and tools of strategic marketing in marketing planning. The student can conduct some analysis and suggest development actions suitable for the business strategy. The student actively contributes to a team project by being able to receive and give constructive feedback.
Assessment criteria - excellent (5) (Not in use, Look at the Assessment criteria above)
The student masters the concepts and different models of strategic marketing and can connect business strategy to marketing strategy in the business context in question. The student can conduct well-structured analysis and can create, evaluate, and combine different solutions to a given marketing problem. The student acts flexibly and constructively in team projects developing the team’s interaction.
Enrolment period
02.12.2022 - 10.01.2023
Timing
01.01.2023 - 06.03.2023
Credits
3 op
Mode of delivery
Contact teaching
Unit
International Business
Teaching languages
- English
Degree programmes
- Bachelor's Degree Programme in International Business
Teachers
- Salman Saleem
Person in charge
Salman Saleem
Groups
-
23KVHN1KExchange Students International Business S2023
-
21IB
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.
Final project presentation on the last class meeting
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 3 credits will mean a workload of approximately 80 hours. which will be divided as follows: classes, casework, and reporting: learning diary: Classroom group assignments and tasks.
Students are expected to:
- Attend lessons
- Participate in group discussions and activities
- Study materials are given to them on their own time
Content scheduling
Market-led strategic management
Customer Analysis
Competitor analysis
Strategic planning for Products
Strategies for pricing
Strategies placement and promotion.
Strategic Marketing Plan
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.
Assessment criteria - fail (0) (Not in use, Look at the Assessment criteria above)
The student isn't able to identify any principles of business strategy and strategic marketing. The student hasn't been able to participate in a team project or has failed to submit the required course tasks and assignments.
Assessment criteria - satisfactory (1-2) (Not in use, Look at the Assessment criteria above)
The student is able to identify principles of business strategy and strategic marketing. The student is able to participate in a team project performing the given tasks according to instructions.
Assessment criteria - good (3-4) (Not in use, Look at the Assessment criteria above)
The student is able to determine and apply the concept and tools of strategic marketing in marketing planning. The student is able to conduct some analysis and suggest development actions suitable for the business strategy. The student actively contributes to a team project by being able to receive and give constructive feedback.
Assessment criteria - excellent (5) (Not in use, Look at the Assessment criteria above)
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. The 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.
Enrolment period
24.11.2021 - 15.01.2022
Timing
14.01.2022 - 28.02.2022
Credits
3 op
Mode of delivery
Contact teaching
Unit
International Business
Campus
TAMK Main Campus
Teaching languages
- English
Seats
10 - 30
Degree programmes
- Bachelor's Degree Programme in International Business
Teachers
- Salla Nieminen
Person in charge
Salla Nieminen
Groups
-
20IB
-
22KVHN1Exchange Students International Business 2022 Spring
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
Contact learning and classes once a week in January and February. More specific information about the time and location: to be notified.
Exam schedules
All the assignments given must be submitted on the given schedule. The schedule will be given on the first class.
Assessment methods and criteria
The evaluation will be based on the case work, learning diary and other required tasks and assignments. The evaluation of the case work will be based on the feedback from the customer, in other words the company the case work was done for.
Assessment scale
0-5
Teaching methods
Team learning, cases solved with teamwork, lectures etc.
Learning materials
Literature and other additional material will be provided in class and on the Moodle page of the course.
Student workload
A course of 3 credits will mean a workload of approximately 80 hours, which will be divided as follows: classes: 21 hours, case work and reporting: 37 hours, learning diary: 12 hours, weekly assignments and tasks: 10 hours.
Content scheduling
The contact learning will begin in January and will end by the end of February. All the assignments and other course work must be submitted by the 28th of February by the latest.
Completion alternatives
If the course cannot be completed the instructed way, the student should contact the teacher to negotiate about other possible ways of completing the course.
Practical training and working life cooperation
During the course, the students will work with a case provided by a real company. The case work will be done in small groups. The case work will also 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 dicussed.
Assessment criteria - fail (0) (Not in use, Look at the Assessment criteria above)
The student isn't able to identify any principles of the business strategy and strategic marketing. The student hasn't been able to participate in a team project or has failed to submit the required course tasks and assignments.
Assessment criteria - satisfactory (1-2) (Not in use, Look at the Assessment criteria above)
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) (Not in use, Look at the Assessment criteria above)
The student is able to determine and apply the concept and tools of strategic marketing in marketing planning. The student 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) (Not in use, Look at the Assessment criteria above)
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.
Enrolment period
24.11.2021 - 15.01.2022
Timing
10.01.2022 - 28.02.2022
Credits
3 op
Mode of delivery
Contact teaching
Unit
International Business
Campus
TAMK Main Campus
Teaching languages
- English
Seats
10 - 30
Degree programmes
- Bachelor's Degree Programme in International Business
Teachers
- Salla Nieminen
Person in charge
Salla Nieminen
Groups
-
20IB
-
22KVHN1Exchange Students International Business 2022 Spring
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
Contact learning and classes once a week in January and February. More specific information about the time and location: to be notified.
Exam schedules
All the assignments given must be submitted on the given schedule. The schedule will be given on the first class.
Assessment methods and criteria
The evaluation will be based on the case work, learning diary and other required tasks and assignments. The evaluation of the case work will be based on the feedback from the customer, in other words the company the case work was done for.
Assessment scale
0-5
Teaching methods
Team learning, cases solved with teamwork, lectures etc.
Learning materials
Literature and other additional material will be provided in class and on the Moodle page of the course.
Student workload
A course of 3 credits will mean a workload of approximately 80 hours, which will be divided as follows: classes: 21 hours, case work and reporting: 37 hours, learning diary: 12 hours, weekly assignments and tasks: 10 hours.
Content scheduling
The contact learning will begin in January and will end by the end of February. All the assignments and other course work must be submitted by the 28th of February by the latest.
Completion alternatives
If the course cannot be completed the instructed way, the student should contact the teacher to negotiate about other possible ways of completing the course.
Practical training and working life cooperation
During the course, the students will work with a case provided by a real company. The case work will be done in small groups. The case work will also 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 dicussed.
Assessment criteria - fail (0) (Not in use, Look at the Assessment criteria above)
The student isn't able to identify any principles of the business strategy and strategic marketing. The student hasn't been able to participate in a team project or has failed to submit the required course tasks and assignments.
Assessment criteria - satisfactory (1-2) (Not in use, Look at the Assessment criteria above)
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) (Not in use, Look at the Assessment criteria above)
The student is able to determine and apply the concept and tools of strategic marketing in marketing planning. The student 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) (Not in use, Look at the Assessment criteria above)
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.