Marketing PlanningLaajuus (4 ECTS)

Objective

The student will be able to discuss the essential tasks of management, analysis, planning and control of marketing. Basic knowledge is developed to understand the importance to make successful decisions on marketing mix based on correct conclusion of the product life-cycle stage.
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The student has developed capacity to analyze and evaluate the function of any presented plan. The student will be provided with proper tools to con-struct a marketing plan including
- clear analysis of the environment and the marketing company
- presentation of realistic goals and objectives
- selection of successful strategies
- organisation to implement the plan
- time tables and checking points
- estimation of required financial resources
- selection of measures to control the plan and
- critical evaluation of risks involved.

Content

Planning as a part of management, components of any properly con-structed plan, external and internal analysis i.e. analysis of the environment and the company, goals and objectives of marketing, marketing mix, deci-sions concerning product and quality, pricing, distribution and promotion, budgeting and control of the plan.
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Marketing research.

Qualifications

Introduction to Entrepreneurship, Introduction to Marketing, Managerial and Financial Accounting

Further information

Lectures 42 h
Project 40 h
Student individual workload 20 h
Exams 2 + 2 h
Total 106 h