Marketing Planning and Strategy (5op)

Osaamistavoitteet (Opintojakso)

This course provides the knowledge and skills to write a complete marketing plan with a competitive strategy and appropriate actions. The idea is to integrate the knowledge of different marketing aspects in a strategic and understandable way. The course approach is practical, including exercises and team work.

After completing the course, the student will be able to:

Derive the marketing strategy from the business strategy.
Write a consistent marketing plan based on the strategy.
Analyze external environment, customers and competitors.
Make a marketing budget draft.
Take a leadership role in multicultural team in a professional manner.

Sisältö (Opintojakso)

What is a competitive strategy?
How to analyze external environment, customers and competitors?
What does the marketing plan consist of?
How to use the strategic tools of marketing ?

Tenttien ja uusintatenttien ajankohdat

An exam about the theoretical foundations of marketing planning on week 41 (October 10). Resits on general exam dates.

Arviointimenetelmät ja arvioinnin perusteet

Participation in the study conversations 30% and exam 30%.
Writing and presenting the marketing plan in teams of 3-4 members 40% including active participation in the team work.

Arviointiasteikko

0-5

Opiskelumuodot ja opetusmenetelmät

Contact teaching and study conversations
Assignment

Oppimateriaalit

Main textbook: Hooley - Piercy - Nicoulaud: Marketing Strategy and Competitive positioning, Prentice Hall, 2008 (4th edition) or newer (5th edition).
Marian Burk Wood: Marketing Plan Handbook, 5th edition, Pearson

Opiskelijan ajankäyttö ja kuormitus

45 h of contact teaching, 90 hours of independent work, 135 hours altogether.
The students will have weekly study conversations about the text book. The conversations require pre-reading of the textbook chapter and preparing study questions to Tabula in advance. 6 study discussions altogether. Missed study conversation must be replaced with an extra assignment.
During other classes the student teams work with their marketing plan –project and have a possibility to have coaching from the teacher.

Sisällön jaksotus

The course consists of two parts:
1. Studying marketing strategy by reading the textbook (Hooley-Piercy-Nicoulaud) and participating the weekly study conversations (held on Mondays; mandatory participation)
2. Writing a marketing plan in 3-5 member multicultural teams. Writing the plan will require students' independent work and regular team meetings also outside the class hours.

Toteutuksen valinnaiset suoritustavat

None

Harjoittelu- ja työelämäyhteistyö

The student teams have a possibility to find themselves a customer company and create the marketing plan for that organization.

Lisätietoja opiskelijoille

The course starts on MONDAY 29th of August at 11:15 AM in class B5-31.
PLEASE NOTE that your attendance in the first lesson is absolutely necessary. You will be divided into two groups for study discussions. First group Tuesdays at 11:15, second group Thursdays 14:15. Participation to these discussions is mandatory.
For the first discussion you are required to read the two first chapters of the textbook: Hooley - Piercy - Nicoulaud: Marketing Strategy and Competitive positioning, Prentice Hall, 2008 (4th edition) or newer (5th edition). This book will be read during the course.

Arviointikriteerit - tyydyttävä (1-2) (Ei käytössä, kts Opintojakson Arviointikriteerit ylempänä)

The student is actively present in the study conversations missing max.1 and passes the exam with grade 1 - 2. The marketing plan of the student's team will be graded 1 - 2. More precise evaluation criteria for the marketing plan will be given in the beginning of the course.

Arviointikriteerit - hyvä (3-4) (Ei käytössä, kts Opintojakson Arviointikriteerit ylempänä)

The student is actively present in the study conversations missing max 1 and passes the exam with grade 3 - 4. The marketing plan of the student's team will be graded 3 - 4. More precise evaluation criteria for the marketing plan will be given in the beginning of the course.

Arviointikriteerit - kiitettävä (5) (Ei käytössä, kts Opintojakson Arviointikriteerit ylempänä)

The student is actively present in all study conversations and passes the exam with grade 4 - 5. The marketing plan of the student's team will be graded 5. More precise evaluation criteria for the marketing plan will be given in the beginning of the course.