Strategic Marketing Planning (3 op)

Osaamistavoitteet (Opintojakso)

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

Sisältö (Opintojakso)

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?

Esitietovaatimukset (Opintojakso)

Introduction to Marketing 1 and 2 or equivalent

Arviointikriteerit, tyydyttävä (1-2) (Opintojakso)

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.

Arviointikriteerit, hyvä (3-4) (Opintojakso)

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.

Arviointikriteerit, kiitettävä (5) (Opintojakso)

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.

Aika ja paikka

Contact learning and classes once a week in January and February. More specific information about the time and location: to be notified.

Tenttien ja uusintatenttien ajankohdat

All the assignments given must be submitted on the given schedule. The schedule will be given on the first class.

Arviointimenetelmät ja arvioinnin perusteet

The evaluation will be based on the case work, learning diary and other required tasks and assignments. The evaluation of the case work will be based on the feedback from the customer, in other words the company the case work was done for.

Arviointiasteikko

0-5

Opiskelumuodot ja opetusmenetelmät

Team learning, cases solved with teamwork, lectures etc.

Oppimateriaalit

Literature and other additional material will be provided in class and on the Moodle page of the course.

Opiskelijan ajankäyttö ja kuormitus

A course of 3 credits will mean a workload of approximately 80 hours, which will be divided as follows: classes: 21 hours, case work and reporting: 37 hours, learning diary: 12 hours, weekly assignments and tasks: 10 hours.

Sisällön jaksotus

The contact learning will begin in January and will end by the end of February. All the assignments and other course work must be submitted by the 28th of February by the latest.

Toteutuksen valinnaiset suoritustavat

If the course cannot be completed the instructed way, the student should contact the teacher to negotiate about other possible ways of completing the course.

Harjoittelu- ja työelämäyhteistyö

During the course, the students will work with a case provided by a real company. The case work will be done in small groups. The case work will also require working with the company representative.

Kansainvälisyys

The course is a part of International Business studies, so the international aspects are an important part of studying in general. An international point of view is taken into consideration whenever strategic marketing is dicussed.

Lisätiedot

-

Arviointikriteerit - hylätty (0) (Ei käytössä, kts Opintojakson Arviointikriteerit ylempänä)

The student isn't able to identify any principles of the business strategy and strategic marketing. The student hasn't been able to participate in a team project or has failed to submit the required course tasks and assignments.

Arviointikriteerit - tyydyttävä (1-2) (Ei käytössä, kts Opintojakson Arviointikriteerit ylempänä)

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.

Arviointikriteerit - hyvä (3-4) (Ei käytössä, kts Opintojakson Arviointikriteerit ylempänä)

The student is able to determine and apply the concept and tools of strategic marketing in marketing planning. The student 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.

Arviointikriteerit - kiitettävä (5) (Ei käytössä, kts Opintojakson Arviointikriteerit ylempänä)

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.