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

This is the first implementation of the two which run during the 3rd period 2020. The students in the two implementations will be divided by teachers.

The course starts January 8th at 11:15 in class B5-31. Presence in this class is absolutely necessary, because detailed instructions and team organization will be given during the class.

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 and contribution in the project.

Assessment scale

0-5

Teaching methods

The course is mainly based on cooperative learning in small teams. The students will create a strategic development plan for marketing of a client company as a teamwork. Virtual material supports learning. Participation in the weekly workshops and team meetings and 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
Literature and materials given in Moodle.

Student workload

The course is 3 credits which is 81 hours of student's work. 21 hours will be used in teacher led workshops and 60 hours in independent studying and teamwork. There will be two weekly meetings on Wednesdays and Thursdays, the other of which is reserved for teams' independent work.

Content scheduling

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

Completion alternatives

None

Practical training and working life cooperation

The marketing development plan will be created for a commissioner according to their requirements.

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 4.

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 and tools of marketing strategy planning. The team project is not accepted and/or the student has not been active in participating the teamwork. The student has missed several classes and workshops.

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 and with guidance.

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. 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) (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..