Marketing capability development (5 cr)
Code: KD00CD39-3003
General information
Enrollment
14.11.2022 - 15.01.2023
Timing
21.01.2023 - 30.04.2023
Credits
5 op
Virtual proportion (cr)
5 op
Teaching languages
- Finnish
Degree programmes
- Master's Degree Programme in Business Competence
- Master of Hospitality Management, Food Chain Development
Teachers
- Sanna Joensuu-Salo
Student groups
-
YRKK22R
-
YLI21
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).
Joensuu, S., Viljamaa, A., Katajavirta, M., Kettunen, S. & Mäkelä, A-M. (2015). Markkinaorientaatio ja markkinointikyvykkyys eteläpohjalaisissa kasvuyrityksissä. Seinäjoen ammattikorkeakoulun julkaisusarja A. Tutkimuksia A 21. Seinäjoen ammattikorkeakoulu: Seinäjoki.
Teaching methods
Virtual course.
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
Learning diary 70 %, other assignments 30 %)