Opetussuunnitelmat

Objective

Students understands the holistic marketing concept and it’s competence related to marketing, competition and company analysis. Students understands how the marketing orientation impacts on the ultimate corporate goals. Students know how marketing strategies are developed and implemented. Students are able to use holistic competence tools for the implementation and follow-up of marketing.

Content

Understanding holistic marketing management concept, developing marketing strategies, understanding the changing marketing environment, dealing with competition, creating and capturing customer value and shaping the market offerings.

Qualifications

Student knows the principles of marketing, main concepts, basic theories and marketing planning process.

Assessment criteria, satisfactory (1)

5(Excellent) - Student possesses advanced skills in marketing management theories and concepts and is able to assess them critically. Student is applying holistic marketing perspective on developing professional marketing strategies and operations in a reasoned manner. Student is able to collect, combine and apply information in order to analytically study different courses of action to solve decision making problems and indicates excellent problem solving and decision making skills. Student is able to form creative and workable marketing strategy and plan by utilizing holistic marketing perspective and is able to make credible marketing decisions based on the clear and thoroughly justified goal formulation and comprehensive situation analytics. Student presents the results in an imposing and comprehensive way utilizing information technology. Communication skills are fluent and interactive.
4(Very Good) - Student applies the holistic marketing concept effectively. He/she is able to collect, apply and deliver information independently from versatile sources and is able to make synthesis of the theory. Student is able to form workable marketing strategy and plan by utilizing holistic marketing perspective and is able to make credible marketing decisions based on the clear goal formulation. Student is able to solve marketing decision problems by applying synthesis of the theoretical background and literature in to the pragmatic situation and indicates good problem solving and decision making skills. Student masters the principles of group work and actively participates on a mutual work, takes responsibility of own duties as well as creates good team atmosphere. Student presents the results in an imposing and comprehensive. Communication skills are fluent.
3(Good) - Student possesses the concept of marketing management comprehensively and is familiar with all the basic concepts. Student identifies the holistic marketing concept. Student is able to collect and deliver information independently from versatile sources. Student is able to form marketing strategy and plan by utilizing holistic marketing perspective and is able to make marketing decisions based on the goal formulation. Student is able to solve marketing decision problems by utilizing theoretical background and literature and indicates problem solving and decision making skills. Student takes responsibility for a task and masters the principles of group work. Student presents the results in an illustrative and comprehensive way utilizing information technology. Communication skills are fluent. Student assess own skills realistically.
2(Satisfactory) - Student possesses the basics of marketing management and is familiar with the basic concepts. Student identifies the holistic marketing concept. Student is able to collect and deliver information independently. Student is able to form simple marketing strategy and plan by utilizing holistic marketing perspective and is able to make basic marketing decisions based partly on goal formulation. Student takes responsibility for a task and masters the principles of group work, but fails sometimes to follow them. Student presents the results but the conclusions are partly facile. Student includes some illustrative material in the presentation and utilizes information technology.
1(Sufficient) - Student possesses the basics of marketing management. Student is able to form simple marketing strategy and plan and make simple marketing decisions based partly on goal formulation. Student presents the results but the conclusions are partly incorrect and the presentation is not very illustrative. Student is not able to assess own skills realistically.
0(Fail) - Student does not perceive the basics of marketing management. Student does not have the ability to work in the marketing management field according to the know-how she or he has shown. The student is not able to fluently co-operate. He/she cannot evaluate him/herself.