Study Guide

Objective

Student knows basic terms and definitions of marketing. He/she knows the purpose and content of strategic and operational marketing planning. Student is able to analyze marketing environment of a company. He/she knows how to create value for target customers and is able to create a strategic and operational marketing plan for a company. Student knows how to use competitive marketing tools. Student is able to create a marketing campaign and marketing materials according to the marketing plan.

Content

- Marketing terms and definitions
- Marketing planning: Strategic and operational plan.
- Analyzing marketing environment
- Creating value for the customer
- Segmenting and targeting
- Competitive situation and positioning
- Competitive tools of marketing
- Preparing and presenting a marketing plan
- Creating a marketing campaign and materials according to the marketing plan

Evaluation scale

1-5

Assessment criteria, satisfactory (1)

Student participates teaching and marketing events occasionally. A marketing presentation, trade fair materials and the exam are done in passable level and they have some link to the marketing plan.

Assessment criteria, good (3)

Student participates teaching and marketing events on a regular basis. A Marketing presentation, trade fair materials and the exam are done in good level and they are in line with the marketing plan

Assessment criteria, excellent (5)

Student participates teaching and marketing events actively. A Marketing presentation, trade fair materials and the exam are done in excellent level and they are in line with the marketing plan.

Qualifications

No prerequisites