Strategic Marketing Planning (3 cr)

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 and apply different marketing strategies for different
businesses
• Write a consistent marketing plan based on customer needs and
marketing strategy

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?
How does marketing function contribute the success of a business?

Prerequisites (course unit)

Introduction to Marketing 1 and 2 or equivalent

Assessment criteria, satisfactory (1-2) (course unit)

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.

Assessment criteria, good (3-4) (course unit)

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) (course unit)

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.

Location and time

This is the first implementation of the two which run during the 3rd period 2021. The students in the two implementations will be divided by the lecturer.

The course will be organized online. The course starts on Tuesday 12th January at 11:15 in MS Teams online learning environment. Participation in the online class sessions is necessary, because detailed instructions and team organization will be given during the classes.

The link to the enrolled course participants will be sent by email.

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 co-operative learning in small teams. The students will create a strategic marketing development plan for a business case company as a teamwork. Virtual material supports learning. Participation in the weekly online workshops and online team meetings and independent work in studying the materials is required.

Learning materials

Course literature and materials are informed in the course Moodle page.

Examples of some course literature:
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 which is 81 hours of student's work. 1/3 of the time will be used in teacher led workshops and 2/3 hours in independent studying and teamwork.

Content scheduling

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

Practical training and working life cooperation

The marketing development plan will be created for a business case company according to their requirements.

Further information

-

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.