Study Guide

Objectives (course unit)

The student knows the common theories of business to business marketing (B2B Marketing) and the special characteristic of B2B marketing in forest and chemical industry. The student knows the marketing-mix 4P’s model and can apply this in capital goods marketing. The student knows the market intelligence and the role of that in marketing planning. The student knows the Business Model Canvas and can use it.

Content (course unit)

Marketing know-how
Targets of customer relationship marketing
Marketing Planning
Marketing-mix: Product, Price, Place, Promotion
Customer management
Customer value
Application of Business Model Canvas
Market intelligence in the capital good business sector
Export trade documents

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

Knowing: recognizes the main theory of B2B marketing and understand the principle of customer management.
Doing: manages the assigned tasks under supervision/assisted and can find the basic market intelligence.
Being: can give and receive feedback, can work in a group, takes responsibility for his/her own work.

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

Knowing: explains different marketing concept and applies different marketing theories and practices on the tasks. Compares different marketing solutions.
Doing: applies substance matter learnt in previous studies, works process way on the tasks, limits tasks/problems to have an appropriate scope, solves problems. Uses in different ways market intelligence found.
Being: can give and receive feedback actively and constructively, can cooperate responsibly and is ready to develop his/her interaction skills. diverseakes responsibility and commits to the group activities in addition to his/her own work.

Assessment criteria, excellent (5) (course unit)

Knowing: Analyses different marketing theories and arguments well solutions of tasks.
Doing: can search for diverse solution alternatives, justify his/her choices in learning discussions and on the tasks. Can combine solution alternatives or can created new ones creatively.
Being: can cooperate responsibly, flexibly and constructively, develops his/her own and the group's interaction, works responsibly and in a committed manner considering the community and field requirements and needs.

Location and time

The course includes both contact - and distance learning activities. Course activities can be found from Pakki.

Exam schedules

The course does not include an exam. Both group work projects need to be completed and approved to complete the course.

Assessment methods and criteria

Grading
Student activity and attendance during the learning activities 20%
Business Model Canvas (BMC) -project 50%
Business study project 30%

Changes may apply.

Assessment scale

0-5

Teaching methods

The course has two teachers. Mari Stenvall is responsible for the share of business economics and Atte Rättyä for the issues concerning paper and pulp industry.

The course involvs both independent - and group work. The course is designed to be student-centered and promote interaction.

Course involves learning by doing activities.

Learning materials

Course material will be available in Moodle.

Student workload

Learning activities: around 30 h. Independent work and group work: around 50 h.

Completion alternatives

Completed course with similar content can be accepted as a for of completing the course.

Practical training and working life cooperation

Both group works include studying the business of a company involved in bioproducts production. One group work also includes interviewing a representative of bioproduct company.
The main assignment of the course is a Business Model Canvas for a self-selected product in your field.

International connections

International study group.

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

The student does not meet the requirements of the course. The group work projects are not done or the project results do not fulfill the requirements.

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

The student has passably achieved the objectives of the course. The student identifies, is able to define and use the concepts and models of the course topic.

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

The student has achieved the goals of the course well, although knowledge and skills still need to be developed further in some areas. The student is able to define the concepts and models of the course well and is able to make informed analyses. The student can apply learnings from the course in practical terms.

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

The student has achieved the goals of the course with high marks. The student has a comprehensive understanding of the concepts and models of the course topics. The student is able to carry out comprehensive analyzes. The student is well prepared to apply learnings from the course in practical terms.