Curricula

Objective

The aim of the course is to introduce student to the basic concept of marketing, digital marketing and for to understand the importance of marketing in all business activities. Students will have understanding about market
segmentation and buying behavior.
Students can analyze the environmental, customer and competitor markets. The student can make decisions concerning the marketing mix and design a marketing plan.

Content

Environmental, customer and competitor analysis, marketing mix,the marketing plan.

Qualifications

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Assessment criteria, satisfactory (1)

5(Excellent) - Student possesses advanced skills in marketing theories and concepts and is able to assess them critically. Student is able to apply marketing mix on developing the marketing actions of a company and understands the meaning of marketing research. 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 a creative and workable description of company’s marketing mix for 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 description of company´s marketing mix 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 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 a desctiption of a company’s marketing mix 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 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 description of company’s marketing mix 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. Student is able to form simple description of company’s marketing mix 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): The course is failed if the student does not attain the minimum requirements of the course.