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.

Content (course unit)

• What is modern multichannel marketing?
• What are examples of doing advertising, PR; personal selling and sales
promotion?
• How to do direct, online, social media and mobile marketing?
• What is sustainable marketing?
• How to write a marketing plan for a business and create website contents?

Prerequisites (course unit)

Introduction to Marketing 1

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

The student can recognize and define the basics of modern multichannel marketing and marketing mix. He/she can use the basic terms and can define the principles of marketing. The student can perform the given tasks assisted. The student takes responsibility of his/her own work and can work in a group.

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

The student applies modern multichannel marketing and marketing mix in marketing planning accordingly and solves the problems associated with it. The student participates in the teamwork and classes actively contributing to the outcome with his/her knowledge. The student can cooperate responsibly and is ready to develop his/her interaction skills.

Assessment criteria, excellent (5) (course unit)

The student understands the concepts and principles of marketing extensively. The student is able to conduct fluent and reasoned marketing plan and has good capabilities to apply the learning. He/she assesses diverse solution alternatives in marketing planning. The individual contribution in the class and team has been especially active. The student works responsibly and in a committed manner.

Location and time

Sessions will be held according to the schedule in Pakki.

Exam schedules

Final project presentation 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. 
https://andor.tuni.fi/permalink/358FIN_TAMPO/176jdvt/cdi_askewsholts_vlebooks_9781292269610
Additional course material, such as blogs, videos, blogs, 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 lessons
- Participate in group discussions and activities
- Study materials given to them on their own time

Content scheduling

In Marketing 1, we have focused on developing our understanding of: What is marketing? the marketing process, strategic marketing management, and how to understand the marketplace and consumers. With this information, we can now dive into developing marketing strategies and tactics. More specifically, we look into customer-driven value strategies, starting from dividing marketing into customer groups (segmentation), choosing customer groups to serve (targeting), and creating and offering value to customers (differentiation and position). Upon finalizing customer-driven value strategies, we focus on tactical marketing tools, namely the four P’s or marketing mix, by which we (marketers) give life to the above-mentioned strategies.
Detailed content at the learning platform (Moodle).

Completion alternatives

N/A

Practical training and working life cooperation

Project work / case studies

International connections

Cases and discussion, global operational business environment, international cooperation project

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 the correct way and can define the principles of marketing. The student can perform the given tasks assisted, work in a team, and take responsibility for 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 creates new ones. The individual contribution in the class and team have been especially active. The student cooperates responsibly, flexibly, and constructively.