Marketing Planning and Management (4cr)

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

Assessment criteria, satisfactory (1)

The student has completed the assigned tasks and has participated in the course. The student can recognize the stages of a company's marketing plan. The student can prepare a concise marketing plan for the company.

Assessment criteria, good (3)

The student has completed the assigned tasks and has actively participated in the course. The student shows that he has the skills to make strategic choices in marketing management and marketing planning. The student can evaluate the company's competitive position in relation to the market situation and apply information in marketing planning to achieve a competitive advantage. The student knows how to prepare a company's marketing plan.

Assessment criteria, excellent (5)

The student has completed the assigned tasks thoroughly and has participated actively and constructively in the course. The student shows that he has the skills to make strategic choices in marketing management and marketing planning. The student can evaluate the company's competitive position in relation to the market situation and apply information in marketing planning to achieve a competitive advantage. The student knows how to prepare a company's comprehensive and versatile marketing plan.

Materials

- Bergström, S., & Leppänen, A. (2021). Yrityksen asiakasmarkkinointi (19., uudistettu painos.). Edita.;
- Hooley, G., Piercy, N., Nicoulaud, B. (2007). Marketing Strategy and Competitive Positioning;
- Kotler, P. & Keller, K. (2006). Marketing Management;
- Trout, J. & Hafren, G. (2003). Erilaistu tai kuole. Selviytyminen tappavan kilpailun aikakautena;
- Other material announced by the lecturer