Marketing Strategy (5 ECTS)

Objective

On completion of the course the student will be able to
• plan and develop a company’s marketing strategy.
• evaluate the effects of marketing decisions on a company’s profits and competitive situation.
• create a marketing strategy and a marketing plan based on the strategy.
• communicate effectively in the various phases of a development project.

Content

• marketing strategy
• marketing planning
• marketing mix implementation
• argumentation and the use of professional language

Materials

Strategic Market Management, Aaker D.A. & McLoughlin D, Wiley 2010
Kniivilä, Sonja & Lindblom-Ylänne, Sari & Mäntynen, Anne 2012. Tiede ja teksti. Tehoa ja taitoa tutkielman kirjoittamiseen. 1.–2. painos. Sanoma Pro, Helsinki.
Kirjalista tarpeen mukaan
Opettajan jakama materiaali

Teaching methods

Assignments
Business simulation game

Further information

Liiketalouden perusopinnot Markkinointi 5 op sekä Orientointi ja ammatillisen osaamisen rakentaminen 5 op (viestinnän osuus) ja Liike-elämän viestintä 5 op tai vastaavat tiedot

Evaluation scale

0-5

Assessment criteria, satisfactory (1)

Students have achieved the course objectives fairly. Students will be able to identify, define and use the course subject area’s concepts and models. The student understands the criteria and principles of the expertise development.

Assessment criteria, good (3)

Students have achieved the course objectives well, even though the knowledge and skills need improvement on some areas. Students are able to define the course concepts and models and are able to justify the analysis. The student is able to apply their knowledge in leisure, study and work situations. The student understands the importance of expertise in the field of business and is able to analyze his/her own expertise.

Assessment criteria, excellent (5)

Students have achieved the objectives of the course with excellent marks. Students master commendably the course subject area’s concepts and models. Students are able to make justified and fluent analysis and to present concrete development measures. The students are well prepared to apply their knowledge in leisure, study and work situations. Students are able to analyze the business sector expertise and the evolvement of their own expertise.

Assessment criteria, approved/failed

Students have achieved the course objectives fairly. Students will be able to identify, define and use the course subject area’s concepts and models. The student understands the criteria and principles of the expertise development.

Assessment methods and criteria

Assignments 85%
Business simulation game 15%

Qualifications

Marketing 5 cr
1st year Finnish Communication studies