Marketing Capability Development (5cr)

Code: KD00CD39-3005

General information

Enrollment: 22.04.2025 - 28.08.2025; Registration for the implementation has ended.

Timing: 29.08.2025 - 31.12.2025; Implementation is running.

Number of ECTS credits allocated: 5 cr

Local portion: 0 cr

Virtual portion: 5 cr

Mode of delivery: Distance learning

Unit: SeAMK Master School

Campus: SeAMK Seinäjoki, Frami

Teaching languages: Finnish

Seats: 0 - 5

Degree programmes: Master's Degree Programme in Business Competence

Teachers: Sanna Joensuu-Salo

Scheduling groups: Avoin AMK (Ei koske tutkinto-opiskelijaa) (Size: 5 . Open UAS : 5.)

Groups: YRKK24R
Master of Hospitality Management, Food Chain Development; YLI25
Master of Business Administration, Business Competence

Small groups: Open UAS (Doesn't apply to degree student)

Course: KD00CD39

Evaluation scale

1-5

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).

Teaching methods

Virtual course (may include online-lectures).

Student workload

135 hours of student work (including online lectures, discussion tasks, and implementation of development assignments).

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.