Introduction to Marketing 2 (2 cr)

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?

Prerequisites (course unit)

Introduction to Marketing 1

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

The student can recognize and define the basics of modern multichannel marketing and marketing mix. He/she can use the basic terms and can define the principles of marketing. The student can perform the given tasks assisted. The student takes responsibility of his/her own work and can work in a group.

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

The student applies modern multichannel marketing and marketing mix in marketing planning accordingly and solves the problems associated with it. The student participates in the teamwork and classes actively contributing to the outcome with his/her knowledge. The student can cooperate responsibly and is ready to develop his/her interaction skills.

Assessment criteria, excellent (5) (course unit)

The student understands the concepts and principles of marketing extensively. The student is able to conduct fluent and reasoned marketing plan and has good capabilities to apply the learning. He/she assesses diverse solution alternatives in marketing planning. The individual contribution in the class and team has been especially active. The student works responsibly and in a committed manner.

Location and time

Online via Zoom

Exam schedules

N/A

Assessment methods and criteria

According to TAMK evaluation criterias (0,1-5)
- Knowing
- Doing
- Being

Assessment scale

0-5

Teaching methods

- Lectures
- Flipped classroom sessions
- Inquiry-based learning
- Collaborative learning
- Independent study and research

Learning materials

- Presentation material
- Articles
- Case studies
- Videos
- Assigned E-books

Student workload

According to TAMK schedule, ECT credits and Moodle timing instructions. Students are expected to:
- Attend zoom sessions
- Participate in group discussions and workshops
- Write a marketing plan
- Study materials given to them on their own time

Content scheduling

Details given in the first lesson

Completion alternatives

N/A

International connections

International case studies, project collaboration with students from Brno University of Technology

Further information

N/A

Assessment criteria - satisfactory (1-2) (Not in use, Look at the Assessment criteria above)

The student can recognize and define the basics of modern multichannel marketing and marketing mix. He/she can use the basic terms and can define the principles of marketing. The student can perform the given tasks assisted. The student takes responsibility of his/her own work and can work in a group.

Assessment criteria - good (3-4) (Not in use, Look at the Assessment criteria above)

The student applies modern multichannel marketing and marketing mix in marketing planning accordingly and solves the problems associated with it. The student participates in the teamwork and classes actively contributing to the outcome with his/her knowledge. The student can cooperate responsibly and is ready to develop his/her interaction skills.

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

The student understands the concepts and principles of marketing extensively. The student is able to conduct fluent and reasoned marketing plan and has good capabilities to apply the learning. He/she assesses diverse solution alternatives in marketing planning. The individual contribution in the class and team has been especially active. The student works responsibly and in a committed manner.