Marketing Management (5cr)
Code: KD00BT02-3002
General information
- Enrollment
- 01.08.2020 - 30.09.2020
- Registration for the implementation has ended.
- Timing
- 12.09.2020 - 31.12.2020
- Implementation has ended.
- Number of ECTS credits allocated
- 5 cr
- Local portion
- 0 cr
- Virtual portion
- 5 cr
- Mode of delivery
- Distance learning
- Teaching languages
- English
- Degree programmes
- Master of Business Administration, International Business Management
- Teachers
- Dario Liberona
- Course
- KD00BT02
Evaluation scale
1-5
Objective
The student is able to analyze value creation for customers. The student is able to plan marketing on a strategic level 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
Value creation
Strategic marketing planning
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
Materials
To be announced in the beginning of the course
Teaching methods
Virtual course:
conversations, lectures and assignments in Moodle
journal articles
development case (plan) for a company
Completion alternatives
none
Student workload
135 h
- lectures and conversations 20 h
- journal articles and summary 45 h
- development plan for a case company 70 h
Assessment criteria, satisfactory (1)
The student has carried out work and participated as instructed. The student is able to plan marketing on a strategic level 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 plan marketing on a strategic level 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 plan marketing on a strategic level 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.