Study Guide

Objectives (course unit)

This course is an introduction to modern business marketing. It introduces basic marketing concepts, theories and language with a focus of understanding the role and the needs of the customer in consumer business and business-to-business marketing.

After completing the course, the students will be able to:
• Demonstrate knowledge about the significance and role of marketing
in business management.
• Describe the value creation process for customers by understanding
customer needs.
• Demonstrate knowledge of modern marketing mix in theory and
practice.
• Write a marketing plan for their business.

Content (course unit)

• What is marketing and what do marketers do?
• How to create customer value and experience?
• How to analyse marketing environment and collect marketing information?
• What are products, services and brands?
• How to do pricing?

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

The student can recognize and name the basic concepts of marketing. He/she can use the basic terms in a correct way and can define the principles of marketing. The student can perform the given tasks assisted, and work in a team and take responsibility of his/her own work.

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

The student is able to make a marketing plan accordingly. The student can select the most appropriate course of action from diverse options and justify his/her choice. The student has participated in the teamwork and classes actively contributing to the final outcome with his/hers knowledge and ideas according to the peer evaluations. The student can cooperate responsibly and is ready to develop his/her interaction skills.

Assessment criteria, excellent (5) (course unit)

The student understands extensively the concepts and principles of marketing. The student is able to conduct a fluent and reasoned marketing plan and has good capabilities to apply the learning. The student combines different solution alternatives creatively or creates new ones. The individual contribution in the class and team has been especially active. The student cooperates responsibly, flexibly and constructively.

Location and time

Sessions will be held according to the schedule in Pakki.

Exam schedules

Final exam will be given on the last class meeting

Assessment methods and criteria

According to TAMK evaluation criterias (0,1-5)
- Knowing
- Doing
- Being

Assessment scale

0-5

Teaching methods

- Lectures
- Flipped classroom sessions
- Inquiry-based learning
- Collaborative learning
- Independent study and research

Learning materials

Required Textbook 
Kotler, P., Armstrong, G., Harris, L. C., & He, H. (2020). Principles of marketing: 8th European edition. 
Additional course material, such as blogs, videos, blogs, case studies, and short articles, will be provided in Moodle workspace.

Student workload

According to TAMK schedule, ECT credits and Moodle timing instructions.
Students are expected to:
- Attend lessions
- Participate in group discussions and activities
- Study materials given to them on their own time

Content scheduling

Details given in the first lesson

Completion alternatives

N/A

Practical training and working life cooperation

Project work / case studies

International connections

Cases and discussion, global operational business environment

Further information

N/A

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

The student can recognize and name the basic concepts of marketing. He/she can use the basic terms in a correct way and can define the principles of marketing. The student can perform the given tasks assisted, and work in a team and take responsibility of his/her own work.

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

The student is able to make a marketing plan accordingly. The student can select the most appropriate course of action from diverse options and justify his/her choice. The student has participated in the teamwork and classes actively contributing to the final outcome with his/hers knowledge and ideas according to the peer evaluations. The student can cooperate responsibly and is ready to develop his/her interaction skills.

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

The student understands extensively the concepts and principles of marketing. The student is able to conduct a fluent and reasoned marketing plan and has good capabilities to apply the learning. The student combines different solution alternatives creatively or create new ones. The individual contribution in the class and team have been especially active. The student cooperates responsibly, flexibly and constructively.