Marketing Management (academic track)Laajuus (5 cr)

Objective

During marketing track studies, the student will be introduced with several themes in the marketing domain.
Specifically, students will be introduced to the state and art of marketing research in below areas.
Advertising Research
Branding Research
Consumer Behavior research
Digital Marketing research
Green Marketing research
International and Global Marketing


Below are the intended learning outcomes (ILO’s)

Skills in Critical and Analytical Understanding: Critically review, analyze and understand the information available from academic and professional business sources.

Applied Business Skills: Apply disciplinary and interdisciplinary knowledge to analyze business challenges and global trends to propose or put into action practical business solutions based on the findings

Communication Skills: Communicate responsibly and effectively in English through oral, written and digital formats in academic and professional contexts.

Intercultural Collaboration Skills: Demonstrate intercultural teamwork, leadership, and conflict resolution skills.

Content

The course structured around two contemporary marketing themes namely green marketing and digital marketing, which regarded as mega-trends. The first stage is focused on the marketing management from a green marketing perceptive and student gain knowledge of management of green marketing mix elements. Moreover, students will gain knowledge of research streams under the broader umbrella of green/environmental marketing. Lastly, the analysis of green marketing practices of case companies in a real-time helps them to understand the actual practices. The second stage is focused on the management of marketing mix elements in digital space. The student will also get knowledge and skills in inbound, outbound and social media marketing. Lastly, the student will gain an understanding of several research themes in the domain of digital marketing.

Qualifications

A student should have awareness of basic marketing concepts such as marketing mix, capturing marketing and consumer insights, connecting with the consumer, communicating and delivering the value to the consumer.

Assessment criteria, satisfactory (1)

Sufficient (1)
The student attempts to demonstrate his/her theoretical knowledge. However, command of the subject area remains unclear.
The student fails to show an impressive ability to transform empirical data into applicable real-life situations.
There is an attempt to create a situational analysis but based on it, the objectives and value remain unclear.

Satisfactory (2)
The student demonstrates his/her theoretical knowledge at a reasonably clear level and has apparent basic ability to transform empirical data into applicable real-life situations.
A reasonably clear situational analysis has been created.

Assessment criteria, good (3)

Good (3)
The student demonstrates his/her theoretical knowledge at a relatively clear level and displays a competent command of the subject area. Central concepts have been defined rather well.

The student shows adequate but general ability to transform empirical data into applicable real-life situations.

A relatively clear situational analysis has been created.



Very good (4)
The student demonstrates his/her theoretical knowledge fluently and displays a good command and understanding of the subject area. Central concepts have been defined very well.
The student shows a competent ability to transform empirical data into applicable real-life situations. The ideas are worth implementing.
An explicit situational analysis has been created.

Assessment criteria, excellent (5)

Excellent (5)
The student demonstrates his/her theoretical knowledge in detail and displays a clear command of the subject area. Central concepts have been defined with precision.
The student shows an advanced ability to transform empirical data into applicable real-life situations. The ideas have significant value for implementation.
An explicit and focused situational analysis in which the objectives are clear and set correctly regarding the problem has been created.
The student can communicate effectively in English in oral, written and electronic formats using information technology and can prepare and present reports.

Assessment criteria, approved/failed

Research Topic Selection (5%)
Research Plan and Schedule (15%)
Thesis Literature Review (40%)
Existing Thesis Critical Analysis (40%)

Grading: Schema
Grade 0 = 0-44 points = Fail
Grade 1 = 45-54 points
Grade 2 = 55-64 points
Grade 3 = 65-74 points
Grade 4 = 75-84 points
Grade 5 = 85-100 points

Materials

During marketing management track studies, we will be focusing on a variety of source for the development of the student theoretical, conceptual knowledge and practical competence in two contemporary marketing themes namely green marketing and digital marketing. In doing, so students will learn what are the research problems themes. What theory/theories can help to understand research problems and how to find the answer. Lastly how research is adding to our knowledge, both theoretically and practically. Such exercise not only provides insights into contemporary issues in marketing management but also help you to develop ideas for your thesis, practical training, internship and future career choice.

Besides an understanding of academic research, we will also focus on the practices in real-time. For this, we will focus on case studies, and you will gain an understanding of how companies are managing in practice the issue related to green and digital marketing. Moreover, we will read online articles, blogs, news and watch videos from experts on the selected topic areas. Students need to proactive and must expose themselves to the ideas, thoughts and developments concerning digital and green marketing areas.

Additional reading material such as Book chapters, case studies and research article will be provided by the teacher.

Further information

The course assessment is based on selecting the thesis topic, writing the research plan and schedule, reading and critically analysing an existing thesis and literature review relevant to the student's future thesis, and feedback via Moodle.

You have the right to apply for recognition of your studies through eRPL in Peppi if you have prior learning from university completed elsewhere that can be accredited towards the degree you are currently pursuing.