Study Guide

Objective

The student can recognize the meaning of market orientation in firm performance. The student has the capability to make strategic choices in marketing management. The student can plan marketing in dynamic environment.

Content

- Tools of the marketing mix
- Marketing planning process
- Market orientation and marketing capability
- Marketing management
- Marketing management simulation

Materials

- Hooley, G., Piercy, N., Nicoulaud, B. (2007). Marketing Strategy and Competitive Positioning
- Kotler, P. & Keller, K. (2006). Marketing Management
- Other material announced by the lecturer

Teaching methods

- Lessons
- Exercises and tasks related to marketing plan
- Marketing simulation

Student workload

Student study time, course total 4 cr = 108h
- Lessons and exercises 16h
- Writing marketing plan 30h
- Guidance for marketing simulation 4h
- Marketing simulation game rounds 14h
- Writing a simulation report 8h
- Independent study 36h

Evaluation scale

1-5

Assessment criteria, satisfactory (1)

The student has completed the given tasks and has participated in the course. The student demonstrates the ability to make strategic choices in marketing management and marketing planning. The student is able to assess the company's competitive position in relation to the market situation and apply the information in marketing planning to achieve a competitive advantage. The student is able to identify the stages of a company's marketing plan. The student is able to draw up a small company marketing plan.

Assessment criteria, good (3)

The student has completed the given tasks well and has actively participated in the course. The student demonstrates a good ability to make strategic choices in marketing management and marketing planning. The student is able to assess the company's competitive position in relation to the market situation and apply the information in marketing planning to achieve a competitive advantage. The student is able to draw up a company's marketing plan.

Assessment criteria, excellent (5)

The student has completed the assigned tasks commendably and has actively and constructively participated in the course. The student demonstrates an excellent ability to make strategic choices in marketing management and marketing planning. The student is able to assess the company's competitive position in relation to the market situation and apply the information in marketing planning to achieve a competitive advantage. The student is able to draw up a comprehensive marketing plan for a company.