Study Guide

Objective

The student is able to analyze and develop market orientation and marketing capability (marketing planning and management, brand management, customer relationship management) in a firm. The student can explain the impact of market orientation and marketing capability on business performance and firm growth.

Content

Market orientation and different elements of MO (customer orientation, competitor orientation and interfunctional coordination)
Marketing capability and factors in marketing capability (marketing planning and management, brand management, customer relationship management)
The impact of market orientation and marketing capability on business performance and firm growth
Development instruments for market orientation and marketing capability

Materials

Learning material in Moodle.
Articles (in Moodle).

Teaching methods

Virtual course.

Student workload

135 hours of student work (including online lectures, discussion tasks, and implementation of development assignments).

Evaluation scale

1-5

Assessment criteria, satisfactory (1)

The student has carried out work and participated as instructed. The student is able to analyze and develop market orientation and marketing capability (marketing planning and management, brand management, customer relationship management) in a firm on basic level. The student can explain the impact of market orientation and marketing capability on business performance and firm growth sufficiently.

Assessment criteria, good (3)

The student has carried out work well and participated actively. The student is able to analyze and develop market orientation and marketing capability (marketing planning and management, brand management, customer relationship management) in a firm on good level. The student can explain the impact of market orientation and marketing capability on business performance and firm growth well.

Assessment criteria, excellent (5)

The student has carried out work to an excellent standard and participated actively and constructively. The student is able to analyze and develop market orientation and marketing capability (marketing planning and management, brand management, customer relationship management) in a firm on excellent level. The student can explain the impact of market orientation and marketing capability on business performance and firm growth excellently.

Assessment methods and criteria

Grade is based on the development work report (1-5). Participation in online discussions is either accepted or rejected.

Assessment criteria, satisfactory (1)

The student has not participated in the course at a satisfactory level. The development assignment completed by the student does not meet the given requirements in terms of content and scope. The student's outputs indicate that they are unable to satisfactorily explain and justify the impact of market orientation and marketing capability on the success and growth of the company.

Assessment criteria, good (3)

The student has participated in online discussions at a satisfactory level and completed the required development assignment for the company. The development assignment demonstrates that the student can to some extent analyze and develop a company's market orientation and various aspects of marketing capability within the company (customer relationship management, marketing planning and management, brand management). The student can satisfactorily explain and justify the impact of market orientation and marketing capability on the success and growth of the company.

Assessment criteria, excellent (5)

The student has participated in online discussions and completed the required development assignment for the company. The development assignment demonstrates that the student can convincingly analyze and develop a company's market orientation and various aspects of marketing capability within the company (customer relationship management, marketing planning and management, brand management). The student can explain and justify the impact of market orientation and marketing capability on the success and growth of the company, demonstrating a strong application of theory into practice.

Assessment criteria, approved/failed

The student has participated in online discussions and completed the required development assignment for the company. The development assignment demonstrates that the student can deeply analyze and develop a company's market orientation and various aspects of marketing capability within the company (customer relationship management, marketing planning and management, brand management). The student can explain and justify the impact of market orientation and marketing capability on the success and growth of the company, showing commendable and insightful application of theory into practice.