Marketing Planning and Management (4cr)

Evaluation scale

1-5

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

• Hooley, G., Piercy, N., Nicoulaud, B. (2007). Marketing Strategy and Competitive Positioning
• Kotler, P. & Keller, K. (2006). Marketing Management
• Trout, J. & Hafren, G. (2003). Erilaistu tai kuole. Selviytyminen tappavan kilpailun aikakautena
• Muu luennoitsijan ilmoittama materiaali

Teaching methods

luennot, harjoitukset

Employer connections

-

Completion alternatives

ei ole

Student workload

Työmäärä yhteensä noin 106 h, mistä työjärjestyksessä olevaa luento-opiskelua ja workshop-työskentelyä:18 h ja itsenäistä opiskelua: 88 h

Assessment criteria, satisfactory (1)

The student has done the work and participated as instructed. The student demonstrates the capability to make strategic choices in marketing management and marketing planning. The student can assess the competitive position of the firm in relation to market environment, and can apply said knowledge in planning marketing to gain competitive advantage. The student can draw a marketing plan for a firm.

Assessment criteria, good (3)

The student has done the work well and participated actively. The student demonstrates 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 market environment, and can apply said knowledge in planning marketing to gain 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 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 market environment, and can apply said knowledge in planning marketing to gain competitive advantage. The student can draw a marketing plan for a firm.