Study Guide

Objective

The student knows
- the strategic and operative process, basic concepts and the competitive tools of systematic marketing
- ho to analyse topical themes of marketing

Content

- Modern marketing thinking
- Internal and external marketing
- Analysis of the operational environments of marketing
- Segmentation
- Positioning
- Marketing strategies, goals, and indicators
- Competitive tools of marketing
- Topical themes in marketing: marketing in social media

Teaching methods

- Lessons and exercises
- Writing marketing plan
- Marketing simulation and reporting

Evaluation scale

1-5

Assessment criteria, satisfactory (1)

The student has done the assigned exercises and attended the course. The student has competencies corresponding to the learning goals of systematic marketing. They are able to apply the basics of marketing in practical situations in a satisfactory way.

Assessment criteria, good (3)

The student has done the assigned exercises well and actively attended the course. Students will be able to analyse the knowledge and skills related to systematic marketing. They will recognise the links between the different aspects of marketing. They are able to apply the basics of marketing in practical situations well

Assessment criteria, excellent (5)

The student has done the assigned exercises very well and attended the course actively and constructively. Students will be able to analyse the knowledge and skills related to systematic marketing. They can analyse the links between the different aspects of marketing. They are able to apply the basics of marketing in practical situations very well

Assessment methods and criteria

- Marketing plan 50% (Grading 0 - 5)
- Marketing simulation 50% (Grading 0 - 5)