Opinto-opas

Tavoitteet (OJ)

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

Sisältö (OJ)

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?

Esitietovaatimukset (OJ)

Introduction to Marketing 1 and 2 or equivalent

Lisätiedot (OJ)

-

Arviointikriteerit, tyydyttävä (1-2) (OJ)

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.

Arviointikriteerit, hyvä (3-4) (OJ)

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.

Arviointikriteerit, kiitettävä (5) (OJ)

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.

Aika ja paikka

Sessions will be held according to the schedule in Pakki.

Tenttien ja uusintatenttien ajankohdat

All the assignments given must be submitted on the given schedule. The schedule will be given in the first class.
Final project presentation on the last class meeting

Arviointiasteikko

0-5

Opiskelumuodot ja opetusmenetelmät

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

Oppimateriaalit

Hooley, G. J., Piercy, N. Nicoulaud, B. & Nick, Le (2020). Marketing strategy and competitive positioning. 7th edition, Pearson Education.
Kotler, P., Keller, K. L., Brady, M., Goodman, M., & Hansen, T. (2019). Marketing management (4th European edition.). Pearson.

Additional course material, such as blogs, videos, blogs, and short articles, will be provided in Moodle Workspace.

Opiskelijan ajankäyttö ja kuormitus

According to the TAMK schedule, ECT credits, and Moodle timing instructions: A course of 3 credits will mean a workload of approximately 80 hours. which will be divided as follows: classes, casework, and reporting: learning diary: Classroom group assignments and tasks.
Students are expected to:
- Attend lessons
- Participate in group discussions and activities
- Study materials are given to them on their own time

Sisällön jaksotus

Market-led strategic management
Customer Analysis
Competitor analysis
Strategic planning for Products
Strategies for pricing
Strategies placement
Strategic promotion

Toteutuksen valinnaiset suoritustavat

If the course cannot be completed the instructed way, the student should contact the teacher to negotiate other possible ways of completing the course.

Harjoittelu- ja työelämäyhteistyö

Project work/case studies
During the course, the students will work in small groups. The casework may require working with the company representative.

Kansainvälisyys

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 discussed.

Lisätietoja opiskelijoille

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

Arviointikriteerit - hylätty (0) (Ei käytössä, kts Opintojakson Arviointikriteerit ylempänä)

The student isn't able to identify any principles of 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.

Arviointikriteerit - tyydyttävä (1-2) (Ei käytössä, kts Opintojakson Arviointikriteerit ylempänä)

The student is able to identify principles of business strategy and strategic marketing. The student is able to participate in a team project performing the given tasks according to instructions.

Arviointikriteerit - hyvä (3-4) (Ei käytössä, kts Opintojakson Arviointikriteerit ylempänä)

The student can determine and apply the concepts and tools of strategic marketing in marketing planning. The student can conduct some analysis and suggest development actions suitable for the business strategy. The student actively contributes to a team project by being able to receive and give constructive feedback.

Arviointikriteerit - kiitettävä (5) (Ei käytössä, kts Opintojakson Arviointikriteerit ylempänä)

The student masters the concepts and different models of strategic marketing and can connect business strategy to marketing strategy in the business context in question. The student can conduct well-structured analysis and can create, evaluate, and combine different solutions to a given marketing problem. The student acts flexibly and constructively in team projects developing the team’s interaction.