Opetussuunnitelmat

Objective

This course comprises of two parts namely theoretical and practical. In the theoretical part of the course, we will cover several strategic marketing issues. We will learn to develop marketing strategies and plans. We will gain consumer insights by exploring the concepts of customer analysis, consumer behaviour. We will discuss how to position product or service to a particular consumer by using right strategies concerning branding, pricing, product development, channel management and marketing communication. In practical part students in groups, will make a Strategic Marketing Plan.
The course is aimed to develop the student skills in the following area:
Understanding key marketing ideas and phenomena.
Marketing analysis skills
How to devise the positioning of the brand and build brand equity
Strategic topics segmentation, targeting, dealing with the price competition, developing channels of distribution, and integrating strategy, marketing, and operations.
Optimizing new and traditional media for marketing communication
Besides, the students will also learn to address strategic marketing issue by developing and launch a new product in the marketplace.

Content

Strategic Marketing Plan
Understanding strategic marketing management
Capturing marketing insights
Connecting with the customer
Deciding the strategy: Recognize the principles of segmentation, targeting, and positioning.
Building strong Brand
Crafting brand positioning
Addressing the competition and driving the growth
Setting the product strategy
Designing and managing the services
Developing pricing strategy and programs
Designing and managing the integrated marketing channels
Managing Marketing Communications

Qualifications

First-year studies completed. Specifically, the principle of marketing and Marketing Management are passed

Assessment criteria, satisfactory (1)

Excellent (5)
Knowledge and Understanding: The student demonstrates exceptional theoretical and conceptual understanding of marketing. The student displays an excellent command of the marketing.
Practical Skills: The student shows an excellent ability to identify, and analyse marketing problems and propose the solution
Transferable Skills: The student can excellently present his ideas in his verbal and written communication. A student is a proficient user of information technology tools for preparing report and presentation.

Very good (4)
Knowledge and Understanding: The student demonstrates excellent theoretical and conceptual understanding of marketing. The student displays an excellent command of the marketing.
Practical Skills: The student is very good at identifying and analysing marketing problems and propose a solution.
Transferable Skills: The student can outstandingly present his ideas in his verbal and written communication. A student is a perfect use of information technology tools for preparing report and presentations.

Good (3)
Knowledge and Understanding: The student has demonstrated a good command of theoretical and conceptual understanding of marketing.
Practical Skills: The student shows good command identifying and analysing marketing problems and propose solutions.
Transferable Skills: The student can adequately present his ideas in his verbal and written communication. A student uses adequate information technology tools for preparing report and presentations.

Satisfactory (2)
Knowledge and Understanding: The student has demonstrated an adequate command of theoretical and conceptual understanding of modern marketing.
Practical Skills: The student shows an essential ability to identify and analysing marketing problems and propose solutions.
Transferable Skills: The student can present his ideas adequately in his verbal and written communication. A student has a satisfactory skill in using information technology tools for preparing report and presentations.

Sufficient (1)
Knowledge and Understanding: The student attempts to demonstrate his/her theoretical and conceptual knowledge. However, command of the subject area remains unclear.
Practical Skills: The student fails to show a convincing ability in identifying and analysing marketing problem and solutions to those problems
Transferable Skills: Within a team environment, s/he contributes to the content inadequately and fails to be a dependable member. The student attempt to communicate his ideas but his verbal and written communication are somewhat unclear. The student has a weakness in using information technology for preparing reports and presentations.