Marketing Strategy and PracticeLaajuus (5 cr)

Objective

The student will understand how marketing strategy decisions affect all areas of company management, including marketing, finance, investments and production. The course is designed to demonstrate how the successful integration of marketing practices with each of these other formally separate business functions can enhance the overall performance of the enterprise.

Content

• Marketing theory and practice
• Marketing strategy
• Product development/Sustainable forecasting
• Consumer and business segmentation techniques
• Marketing promotion
• Price setting
• Financial marketing planning and budgeting
• AI in marketing decision making

Qualifications

1st year courses: Marketing, Business Mathematics and Statistics, Finance; or equivalent studies

Assessment criteria, satisfactory (1)

The student
• has achieved the objectives of the course to a satisfactory level
• is able to identify, define and use concepts and models in the subject area of the course
• understands the conditions and principles of the development of expertise.

Assessment criteria, good (3)

The student
• has achieved the objectives of the course well, although there are still areas where knowledge and skills need to be improved
• has a good understanding of the concepts and models of the subject matter of the course and is able to carry out a reasoned analysis
• is able to apply what they have learned in leisure, learning and working life situations
• understands the importance of expertise in business and is able to analyse their own expertise.

Assessment criteria, excellent (5)

The student
• has achieved the objectives of the course with excellent marks
• has an excellent command of the concepts and models of the subject matter of the course
• is able to analyse clearly and reasonably and propose practical development measures
• has a good ability to apply what they have learned in leisure, learning and working life situations
• is able to analyse expertise in business and their own development towards expertise.

Assessment criteria, approved/failed

The student
• has achieved the objectives of the course to a satisfactory level
• is able to identify, define and use concepts and models in the subject area of the course
• understands the conditions and principles of the development of expertise.