Study Guide

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

Materials

- Bergström, S., & Leppänen, A. (2021). Yrityksen asiakasmarkkinointi (19. uudistettu painos.). Edita.
- Kotler, P. & Keller, K. (2006). Marketing Management
- Muu luennoitsijan ilmoittama materiaali

Teaching methods

Online teaching.

Student workload

4 credit point -course equals 108 hours of studying.
- Studying Moodle-materials and videos 30h
- Weekly exercises, related to the marketing plan 20h
- Creating a marketing plan 30h
- Online exam and studying for it 28h

Evaluation scale

1-5

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.

Assessment methods and criteria

Course grading:

Marketing Plan 50% (grade 0 - 5)
Online exam 50% (grade 0 - 5)

Assessment criteria, good (3)

The student has completed the assigned tasks and has participated in the course. The student can recognize the stages of a company's marketing plan. The student can prepare a concise marketing plan for the company.

Assessment criteria, excellent (5)

The student has completed the assigned tasks and has actively participated in the course. The student shows that he has the skills to make strategic choices in marketing management and marketing planning. The student can evaluate the company's competitive position in relation to the market situation and apply information in marketing planning to achieve a competitive advantage. The student knows how to prepare a company's marketing plan.

Assessment criteria, approved/failed

The student has completed the assigned tasks thoroughly and has participated actively and constructively in the course. The student shows that he has the skills to make strategic choices in marketing management and marketing planning. The student can evaluate the company's competitive position in relation to the market situation and apply information in marketing planning to achieve a competitive advantage. The student knows how to prepare a company's comprehensive and versatile marketing plan.