Strategic MarketingLaajuus (7 cr)

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 and consumer behaviour. We will discuss how to position a product or service for a particular consumer by using the right strategies concerning branding, pricing, product development, channel management, and marketing communication. In the practical part, students in groups will make a strategic marketing plan.

The course is aimed at developing student skills in the following areas:
Understanding key marketing ideas and phenomena.
Marketing analysis skills
How to devise the positioning of the brand and build brand equity
Strategic topics include segmentation, targeting, dealing with price competition, developing channels of distribution, and integrating strategy, marketing, and operations.
Optimising new and traditional media for marketing communication
Besides, the students will also learn to address strategic marketing issues by developing and launching a new product in the marketplace.

The course is aimed at developing following ILO’s
*The students will know how to critically review, analyze and understand the information available from academic and professional business sources.
*The students will acquire business skills to apply strategic marketing knowledge to review academic literature critically; analyses and evaluate business data; consider possible approaches and anticipate outcomes; and make informed decisions and action plans designed to create new value.
*The students will acquire communication skills to communicate responsibly and effectively in English through oral, written and digital formats in academic and professional contexts.
*The students will acquire intercultural collaborative skills to demonstrate intercultural teamwork, leadership, and conflict resolution skills.

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 a 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

The student has completed their first-year studies, specifically, the principle of marketing course has been completed successfully.

Assessment criteria, satisfactory (1)

Sufficient (1)
The student attempts to demonstrate his/her theoretical and conceptual knowledge. However, command of the subject area remains unclear.
The student fails to show a convincing ability in identifying and analysing marketing problem and solutions to those problems 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.

Satisfactory (2)
The student has demonstrated an adequate command of theoretical and conceptual understanding of modern marketing.
The student shows an essential ability to identify and analysing marketing problems and propose solutions.
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.

Assessment criteria, good (3)

Good (3)
The student has demonstrated a good command of theoretical and conceptual understanding of marketing.
The student shows good command identifying and analysing marketing problems and propose solutions.
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.

Very good (4)
The student demonstrates excellent theoretical and conceptual understanding of marketing. The student displays an excellent command of marketing.
The student is very good at identifying and analysing marketing problems and propose a solution.
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.

Assessment criteria, excellent (5)

Excellent (5)
The student demonstrates exceptional theoretical and conceptual understanding of marketing. The student displays an excellent command of marketing.
The student shows an excellent ability to identify, and analyse marketing problems and propose the solution
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.

Assessment criteria, approved/failed

Individual Assignment - Article Review (5%)
Individual Assignment - Article Summary (5%)
Group Assignment – Case Company (20%)
Group Presentation – Case Company (10%)
Final Examination (60%)

Grading:
Grade 0 = 0-44 point = 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

Lecture Materials, Textbooks, Articles, Book Chapters, Conference Proceedings, Real-World Case Studies.

Further information

The course assessment is based on a case study and critical analysis of current and future strategic marketing trends. It includes in-class oral feedback and written feedback via Moodle.