Opetussuunnitelmat

Objective

The object of the course:
To learn and increase understanding about marketing management concept and the impacts of the marketing strategy in the international business environment.

Course competences:

Proactive development: student solves problem situations creatively and reforms operating methods together with others.

Internationality and multiculturalism: student is familiar with the impacts of their cultural background on their activities and is able to develop operating methods that take multiculturalism into account in their work community.

Sustainable development: student understands sustainability challenges, their interdependencies and the various aspects of issues and problems.

Learning to learn: student assesses and develops their competence and learning methods in different learning environments.

The learning objectives of the course:

Upon completion of this course, you will be able to understand the main concepts, theories and methods of sales and marketing management in the global business environment. You are able to create a sales and marketing strategy to the company, interpret the results and present required development suggestions both independently and in groups. You are also able to evaluate and recognize the objects of improvement in your own expertise in relation to sales and marketing management. You understand the meaning of marketing management in multicultural settings and demonstrate professional teamwork skills.

Content

Main themes in the course are: creating and implementing a sales and marketing strategy, business operations in the global and competitive business environment, customer-, competitor-, and market analysis, customer value creation and global market offering. For each theme the analytical tool/s for implementation of the model and concepts will be offered.

Qualifications

Basic Marketing.

Assessment criteria, satisfactory (1)

Sufficient 1
You are familiar with the ways to analyze and evaluate academic and business information relevant to marketing management. You know how to analyze marketing management related challenges in global business environment and can propose required management actions in guided situation. You can also transmit your ideas and findings in English and participate in multicultural teamwork to a limited extent.

Satisfactory 2
You can do basic analyzes and evaluate academic and business information relevant to marketing management. You can to a limited extent analyze marketing management related challenges and viable management actions in global business environment and situations. You are able to get your main message through when presenting your ideas and findings and have basic teamwork skills in multicultural teamwork.

Assessment criteria, good (3)

Good 3
You can analyze and evaluate business academic and business information relevant to marketing management. You are able to analyze marketing management related challenges and viable management actions in global business environment and situations. You are able to present your and your team’s ideas and findings in English and participate in multicultural teamwork.

Very Good 4
You have the ability to analyze and evaluate marketing management related business information from various sources.
You can analyze complicated marketing management related business challenges and propose practical solutions. You are able to present your and your team’s ideas and findings in English on a level clearly above average of your peers and participate productively in multicultural teamwork.

Assessment criteria, excellent (5)

Excellent 5
You can critically evaluate and utilise the main theories, concepts, research, methods and principles of marketing management in your solutions. You can define and interpret the central concepts and theories in this line of business based on accurate knowledge and research publications.

You can produce new points of view and make generalisations. You evaluate, analyse and compare the process, results and recommendations in relation to set objectives and criteria. You possess the practical skills to develop the operations. You lead in a goal-oriented way, by taking responsibility for the projects and tasks in complicated problem solving situations.

You take responsibility for the development of the group and the individuals in it. You are able to have reciprocal discussion aiming at overall understanding and strengthening co-operation between the participants. You reflect and develop your expertise in marketing management critically, comprehensively and diversely.

Materials

Hollensen, S. 2020. Marketing Management: A Relationship Approach, 4th edition.