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

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 done the work well and participated actively. The student demonstrates the good capability to make strategic choices in marketing management and marketing planning. The student can assess the competitive position of the firm in relation to the market environment and can apply said knowledge in planning marketing to gain a competitive advantage. The student can draw a marketing plan for a firm.

Assessment criteria, excellent (5)

The student has done the work to an excellent standard and participated actively and constructively. The student demonstrates an excellent capability to make strategic choices in marketing management and marketing planning. The student can assess the competitive position of the firm in relation to the market environment and can apply said knowledge in planning marketing to gain a competitive advantage. The student can draw a comprehensive marketing plan for a firm.

Materials

-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