Study Guide

Objective

Students are able to apply marketing management tools in an international team of students to an enterprise in a multicultural environment via simulation. Students analyse the market, choose target groups and plan how to position their products. Students are able to use market research in decision making to plan an effective marketing mix. They can also draw up a marketing budget and analyse the results of their company compared to their competitors.

Content

- market analysis
- the choice of target groups
- positioning
- utilisation of market research in decision making
- planning the marketing mix
- budgeting

Materials

Manual: Markstrat for Executives

Teaching methods

Preliminary lectures and simulation.

Exam schedules

No exam, intensive period abroad.

Student workload

Lectures 6 h, intensive period 1 week abroad and independent work 12 h.

Evaluation scale

Passed/failed

Assessment criteria, satisfactory (1)

The student has carried out work and participated as instructed. Students are able to apply marketing management tools in an international team of students to an enterprise in a multicultural environment via simulation. Students are able to use market research in decision-making to plan a marketing mix.

Assessment criteria, good (3)

The student has carried out work well and participated actively. Students are able to apply marketing management tools in an international team of students to an enterprise in a multicultural environment via simulation. Students analyze the market, choose target groups and plan how to position their products. Students are able to use market research in decision-making to plan an effective marketing mix. They can also draw a marketing budget and analyze the results of their company compared to their competitors.

Assessment criteria, excellent (5)

The student has carried out work to an excellent standard and participated actively and constructively. Students are able to apply marketing management tools in an international team of students to an enterprise in a multicultural environment via simulation. Students analyze the market, choose target groups and plan how to position their products. Students are able to use market research in decision-making to plan an effective marketing mix. They can also draw a marketing budget and analyze the results of their company compared to their competitors.

Assessment methods and criteria

Active participation.

Further information

Limited participation ( maximum 10 students from Finland), Simulation takes place yearly abroad in different cooperative universites in Europe.