Study Guide

Objectives (course unit)

During the course the students familiarize themselves with the principles of marketing and how it can be used as a competitive tool for a company. They know the principles of formal, customer oriented communication. They recognise their own strengths in presentation skills and are able to utilize them.

MARKETING 2 cr
Students
- know the basic principles of marketing in the 2020s
- are able to define the company's target audience and target operations for them
- are able to define the competitive tools of marketing and use them in marketing a company
- can create a marketing plan for a small business start-up.

BUSINESS COMMUNICATION 1 cr
Students
- have the knowledge of the basic guidelines and common practices of target oriented business communication
- are able to make practical documents for corporate communication purposes
- understand how to develop their personal communication skills as a part of professional growth.

PRESENTATION SKILLS 2 cr
Students
- recognize their own strengths as presenters and speakers and are able to utilize these strengths in different communication situations
- show familiarity to presentation techniques and different methods of visualizing information
- know how to act in different work contexts in a goal-oriented and interactive manner
- know different methods on how to relieve speech anxiety and understand it as a part of communication skills.

Content (course unit)

MARKETING
What are the components of marketing?
What does segmentation mean and how is it utilized?
What are the competitive tools used in marketing?
What does a company’s marketing plan contain?

BUSINESS COMMUNICATION
What are the main properties of good and fluent business-like documents?
How to implement target oriented communication actions
How to write the most frequently used business documents (e.g. e-mails, trade documents, bulletins, memos etc.)?
How to cooperate and negotiate successfully in the business environment?

PRESENTATION SKILLS
What is the significance of communication in a work organization?
How to target, visualize and structure one’s own communication?
How to convince listeners in an appropriate and effective manner?
How to create a creditable presentation?

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

MARKETING
The student knows the marketing basics and segmentation. They are able to draw up a satisfactory marketing plan.

PRESENTATION SKILLS
The student has completed all required assignments but the level of analyzing and reflecting communication skills as a larger phenomenon and as personal communication behavior is weak. They do not apply theoretical knowledge about communication into their own communication behavior and significant development of skills cannot be detected.

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

MARKETING
The student has mastered the basics of marketing and segmentation issues. They have also mastered the process and the content of a marketing plan.

PRESENTATION SKILLS
The students has comprehensively completed all required assignments and is able to analyze the communication behavior of themselves and others by utilizing theoretical knowledge. In individual and group communication situations development is being detected, which expresses the skills of applying knowledge and motivation.

Assessment criteria, excellent (5) (course unit)

MARKETING
The student knows how to excellently apply the basic principles of marketing and segmentation. The marketing plan has been done carefully and extensively and includes insightful reflection. The task is a thoughtful and polished entity.

PRESENTATION SKILLS
The student has comprehensively and innovatively completed all required assignments. They know how to diversely analyze the communication behavior of themselves and others by utilizing theoretical knowledge. In individual and group communication situations the student’s own communication behavior is well controlled and functional, which expresses the skills of applying knowledge and motivation.

Assessment criteria, pass/fail (course unit)

BUSINESS COMMUNICATION
Pass
Student participates in the classes and submits the written lessons according to the given instructions and schedule.

Assessment scale

0-5