Study Guide

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

Further information (course unit)

-

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

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

Exam schedules

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

Assessment methods and criteria

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.

Assessment scale

0-5

Teaching methods

Team learning, cases solved with teamwork, lectures etc.

Learning materials

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

Student workload

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.

Content scheduling

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.

Completion alternatives

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.

Practical training and working life cooperation

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.

International connections

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.

Assessment criteria - fail (0) (Not in use, Look at the Assessment criteria above)

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.

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.

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. 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.

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.