Opinto-opas

Tavoitteet (OJ)

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 (OJ)

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 (OJ)

Introduction to Marketing 1 and 2 or equivalent

Lisätiedot (OJ)

-

Arviointikriteerit, tyydyttävä (1-2) (OJ)

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) (OJ)

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) (OJ)

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.

Arviointiasteikko

0-5