Strategic Marketing Planning (3cr)

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 an appropriate marketing strategy for different
businesses
• Write a consistent marketing plan based on customer needs and
marketing strategy applying Blue Ocean Strategy tools

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?
What is Blue Ocean Strategy and how is it applied in marketing planning?

Prerequisites (course unit)

Introduction to Marketing 1 and 2 or equivalent

Location and time

First lecture: January 7, 2019 at 11:15 in class C2-09. Presence in this class is absolutely necessary, because detailed instructions and team organization will be given during the class.
The course ends February 28, with presentations and participation also in this class is mandatory.

Exam schedules

No exam

Assessment methods and criteria

Active presence in the class workshops, teamwork and presentations
Quality of the project and final output
Individual grade based on peer evaluation

Assessment scale

0-5

Teaching methods

The course is based on cooperative learning in small teams. The students will create a development plan for marketing of a client company as a teamwork. Virtual material supports learning. Independent work in studying the materials is required.

Learning materials

Kim, W.C. & Mauborgne, R.2006. Blue Ocean Strategy
Kim, W.C. & Mauborgne, R.2017. Blue Ocean Shift

Student workload

The course is 3 credits meaning 81 hours of student's work. 21 hours will be used in class workshops and 60 hours in independent studying and teamwork.

Content scheduling

A detailed course syllabus will be introduced on the first lesson and can also be found in course Tabula.

Completion alternatives

None

Practical training and working life cooperation

The marketing development plan will be developed and presented to a real client.

Further information

The course assignment will be done in small teams, where at least one member should be able to speak fluent Finnish. The maximum amount of team members is 5. The teams will write and sign a team agreement with code of conduct, which will be applied in problem situations and peer evaluation.

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

Student has not achieved the objectives of the course even on a sufficient level. He/she is not able to recognize, determine and use the concepts of marketing strategy planning and tools of Blue Ocean Strategy.
The team project is not accepted and/or the student has not been active in participating the teamwork according to the peer evaluation. The student has missed several classes and workshops.

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 strategic marketing planning. Student recognizes and is able to determine the concept and tools of Blue Ocean Strategy but the application remains on a superficial level or contains mistakes.
The grade of the team case is 1 - 2 and/or the student has been active in participating the teamwork only partly according to the peer evaluation. The student has missed 2-3 classes and workshops.

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 concept and tools of strategic marketing and Blue Ocean Strategy well and is able to conduct reasoned analysis and suggest development action in a plan. The grade of the team case is 3 – 4. The student has participated the team work and classes actively contributing the final outcome with his/hers knowledge and ideas according to the peer evaluations.

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 strategic marketing and Blue Ocean Strategy in an excellent manner. Student is able to conduct fluent and reasoned BOS analysis and has good capabilities to apply the learning. The grade of the team case is 4 - 5 and the individual contribution in the class and team have been especially active.