Introduction to Marketing 2 (2cr)

Objectives (course unit)

This course is an introduction to modern business marketing. It introduces basic marketing concepts, theories and language with a focus of understanding the role and the needs of the customer in consumer business and business-to-business marketing.

After completing the course, the students will be able to:
• Demonstrate knowledge about the significance and role of marketing
in business management.
• Describe the value creation process for customers by understanding
customer needs.
• Demonstrate knowledge of modern marketing mix in theory and
practice.
• Write a marketing plan.

Content (course unit)

• What is modern multichannel marketing?
• What are examples of doing advertising, PR; personal selling and sales
promotion?
• How to do direct, online, social media and mobile marketing?
• What is sustainable marketing?
• How to write a marketing plan for a business and create website contents?

Assessment methods and criteria

Mystery Webshopping = 50 % of the grade
Book exam = 25 % of the grade
Participation in lectures = 25 % of the grade

Assessment scale

0-5

Teaching methods

The main learning methods of this course are the following:
- Flipped classroom: Individual preparation and reading before every lecture where the key points will be discussed with other students and the teacher
- Group project: Mystery Webshopping
- Book Essay/reference

Student workload

This is a 2 credit course which requires 54 hours of study time. It consists of 5 lectures of 3 hours each = 15 hours and 39 hours for teamwork and individual studying, about 4-6 hours a week.

Content scheduling

24.10. Marketing communications: Advertising, PR, Personal Selling and Sales Promotion (Juha)
31.10. Multichannel Marketing (Mika)
7.11. Direct, Online, Social Media and Mobile Marketing (Mika)
14.11. Sustainable Marketing (Juha)
21.11. Book Club

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

Student has failed one or more of the three parts of the course.

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 basic principles of marketing. Student recognizes and is able to explain and use the basic concepts and models of marketing. Student is passive in class and/or has not completed the class tasks regularly. Mystery Webshopping and essay result is 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 need further development. Student is able to explain and apply the concepts of marketing well. The grade of the Mystery Webshopping and essay is 3-4. Student is quite active in class and has completed the class tasks most of the time.

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

Student has achieved the objectives of the course excellently. The student masters the concepts and models of marketing in an excellent manner. Student is able to conduct fluent and reasoned analysis and has good capabilities to apply the learning. The grade of the Mystery Webshopping and essay is 4-5 and the individual exercises and the participation in the class are grade 5. Student is active in class and has completed the all the class tasks on time