Study Guide

Objectives (course unit)

After completing the course, the students are able to design, manage and evaluate marketing activities by utilizing key marketing tools in different decision-making situations. The students gain an understanding of how the marketing tools can be used to create product value, service and marketing value within customer value.

After completing the course the students
- are able to demonstrate knowledge of marketing management areas and strategic marketing tasks within an organization
- are able to use marketing analytics tools
- are able to identify, evaluate and act upon the needs and problems of different customers and customer groups depending on what importance they place on products, services, and organization
- are able to familiarize their audience with the marketing of their choice with a specific competence area
- are able to monitor marketing effectiveness and profitability
- are able to apply knowledge of marketing planning and management to the marketing practices.

Content (course unit)

Which are marketing management areas?
What are strategic marketing and the strategic basic marketing processes?
How to make use of strategic analytics tools for marketing?
How can modern marketing be successfully designed and implemented?
How to monitor marketing efficiency and profitability?

Prerequisites (course unit)

2nd year courses or equivalent knowledge.

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

The student has achieved the requirements of the course at a basic level. They understand the concepts and models of strategic marketing and are able to perceive the legalities between them. The student has submitted the tasks late or incomplete, and the practical application still needs to developed.

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

The student is able to define the concepts and models of strategic marketing and to apply the subjects they have learnt in practice. The student is able to utilize the subject matter content at a good level.

Assessment criteria, excellent (5) (course unit)

The student has achieved the goals of the topic. They have demonstrated excellent expertise in strategic marketing concepts, models and analytical tools. The student is able to analyze and apply marketing themes broadly in practice.

Location and time

During periods 1 and 2 on Kauppi campus.

Exam schedules

Two and an Moodle exams. At the end of the course, a presentation of the assignment.

Assessment scale

0-5

Teaching methods

Lectures, practical exercixes, assignement, Moodle exams.

Learning materials

The literature is announced in Moodle. Literature for example

Virpi Hämäläinen, Hanna Maula, Kimmo Suominen. 2016. Digiajan strategia. Alma Talent Oy. Helsinki. [Alma Talent Bisneskirjasto]. Soveltuvin osin.

Hanna Viita. 2020. Arvoa liiketoimintaan. Brändin lanseeraus vuodessa. Alma Talent. Helsinki. [Alma Talent Bisneskirjasto]. Soveltuvin osin.

Tero Vuorinen. 2013. Strategiakirja – 20 työkalua. Alma Talent. Helsinki. [Alma Talent Bisneskirjasto].

Student workload

Tasks related to marketing strategy planning2.5 cr (face-to-face meetings 20 hours, independent work 20 hours)

Methods of strategic analysis, product development process based on customer needs and value creation and monitoring of marketing efficiency and profitability 2.5 cr (face-to-face meetings 18 hours, independent exam completion 20 hours)

Content scheduling

- Marketing management as a whole
- Methods of strategic analysis (3 parts)
- Strategic marketing and basic strategic marketing processes
- Development of a marketing strategy
- Modern marketing planning
- A practical task related to marketing planning and management
- Product development process and value creation based on customer needs
- Monitoring the effectiveness and profitability of marketing

Completion alternatives

An alterative way of studying through studification.

An alternative way of implementing Strategic analysis methods part is a book report.

Practical training and working life cooperation

Possibly a business guest. Possible to prepare an assignment for the organisation.