Professional Customer and Market Analysis (5 cr)

Objectives (course unit)

When the student has passed this course he/she will know:
- The oncepts of market/customer oriented management and extended service offering
- Strategic marketing planning models
- The role of market analysis in marketing planning
- Methods of environment and competition analyses
- Methods of customer and target group analysis
- The role and methods of company internal analysis
- impact of the global context in market analysis
- tools and methods for creating competitive advantage, innovative product / service concepts and successful brands based on customer and market insight
*
After completing the course the student can:
- Plan and execute customer and market analysis in an international context using appropriate research instruments
- Analyse and evaluate the company’s internal resource base for creating competitive advantage
- Convert the research data into meaningful insight
- Use various tools to develop his/her own business and design innovative new concepts
*
When the student has passed the course he/she will be:
- A professionalwith profound understanding of tools and methods of contemporary market analysis
- A specialist to design and execute strategic marketing planning processes
- A leading figure to promote customer oriented business strategies

Content (course unit)

This subject area gives the students a solid theoretical background of strategic marketing planning and especially market analysis. The main topics are: strategic marketing planning models in the global context and methods for market analysis, more specifically
• macro-environment analysis
• micro-environment analysis (competition, customers)
• company resource base

The learning methods for this subject area consist of literature reading supported by Tabula-based exercises and an exam.

The students will conduct a real-life market analysis either for their thesis-project or for another true business company / client aiming at expanding business abroad.

Exam schedules

No exam

Evaluation methods and criteria

Participation and relevant contribution to two online discussions 40%
Planning and execution of a marketing research, service design project or product / service concept develompment project 60%

Assessment scale

0-5

Teaching methods

Contact teaching
Online discussions
Marketing planning assighment

Learning materials

List of recommended reading is given to students during contact teaching.

Student workload

The resource allocation is based on the 5 credit course total work load of 135 hours.
Contact teaching 4 x 1/2 days = 15h
Estimated resource for marketing research assignment 80h.
Estimater resource for material reading and Tabula discussions 2 x 20 = 40h.

Content scheduling

The course extends to periods 3 and 4 / 2015.

Completion alternatives

None

Practical training and working life cooperation

Marketing planning assignment can and should be done in cooperation with a client.

Further information

First contact teaching March 5 - 6
Second contact teaching April 23 - 24
Two virtual assignments in between contact teaching
Deadline for research assignment May 22.

Assessment criteria - fail (0) (Not in use, Look at the Assessment criteria above)

Student has not achieved the objectives of the course even sufficiently or has not participated the virtual discussions. The research project is not accepted or grade 1.

Assessment criteria - satisfactory (1-2) (Not in use, Look at the Assessment criteria above)

Student has achieved the objectives of the course sufficiently. Student understands the premises and principles of contemporary market analysis. Student recognizes, is able to determine and use the concepts and models of marketing research.
The grade of the team project remains on the level 1 - 2.

Assessment criteria - good (3-4) (Not in use, Look at the Assessment criteria above)

Student has achieved the objectives of the course well although the skills and competences are somewhat in need of further development. Student is able to determine and apply the concepts and models of market analysis well and is able to conduct a reasoned analysis / research. The grade of the project is 3 - 4.

Assessment criteria - excellent (5) (Not in use, Look at the Assessment criteria above)

Student has achieved the objectives of the course well although the skills and competences are somewhat in need of further development. Student is able to determine and apply the concepts and models of market analysis well and is able to conduct a reasoned analysis / research. The grade of the project is 3 - 4.