Opetussuunnitelmat

Objective

Student understand the significance of the integrated marketing communication and can apply the theoretical knowledge in marketing planning. She/he understands the meaning of the digitalization in tourism marketing and need for relevant follow-up systems.

Student knows the brand strategy theories, models and concepts and understands their relevance in practice. Student understands the meaning of the brand in making the intangible tourism service tangible. She/he understands the meaning of customer intelligence in developing brand strategies

Content

- marketing intelligence
- marketing communication planning
- marketing follow-up systems
- concepts of brand and brand equity
- integrated marketing communication in relation to brand building
- Ethical issues

Location and time

The course will be held in ZOOM! Link will be provided later.

Oppimateriaali ja suositeltava kirjallisuus

All reading materials will be provided at the first lecture.
No need to buy any books.
Most of the materials will be online materials or can be found from the JAMK library.

Teaching methods

The Marketing Management course will be conducted completely in a form of an ZOOM online course. All lectures will be recorded.

There will be 13 online lectures by the lecturer/guests. In addition three supervised groupwork sessions will be held in order fo finalise the coursework.

Lecutres will take 60-90 minutes and after that we will have discussions about the topic and the coursework.


Grading is based on the Groupwork (50 %) and individual assignment (50%)

No exam will be held.

Employer connections

See more instructions from the course presentations.
Guest lectures from the field of marketing management.

Exam schedules

No exam will be held.

The grading is based on the group assignment (50%) and individual learning diary (50%).

Excellent (5) The approaches to marketing management and central concepts have been defined with precision. The student displays a clear command of the subject area. The student shows an advanced ability to transform theory into applicable real-life situations. The ideas have significant value for implementation.

Very good (4) The approaches to marketing management and central concepts have been defined very well. The student displays a good command and understanding of the subject area. The student shows competent ability to transform theory into applicable real-life situations. The ideas are worth implementing.

Good (3) The approaches to marketing management and central concepts have been defined rather well. The student displays a competent command of the subject area. The student shows adequate but general ability to transform theory into applicable real-life situations.

Satisfactory (2) The approaches to marketing management and central concepts have been defined satisfactorily. The student has an obvious overall command of the subject area. The student shows a basic ability to transform theory into applicable real-life situations.

Sufficient (1) The student attempts to identify the approaches to marketing management However, command of the subject area remains unclear. The student fails to show a convincing ability to transform theory into applicable real-life situations.

Vaihtoehtoiset suoritustavat

Individual work is to provide the development plan in the field of Marketing Management. If you want to conduct the course completely remotely/individually please follow the course outline and find the more descriptive instructions from the course presentations.

Contact also to the course instructor via email.

If you decide to complete this course on your own, the aim is to conduct a research about the marketing management strategy.
Literature review is following the coursework outline.
One semi-structured interview is required. The content can be overall questions about marketing management or one specific of the course content. You choose.
Follow the Jamk reporting instructions (font size, line hight, referencing, etc.)
The research length approximately 20 pages.
No learning diary required.

Student workload

The learning will be completed by:

Lectures 30%
Individual Learning 20%
Groupwork 30%
Learning Diary 20%

Content scheduling

Content

Intro and Pre Assignment
What is Marketing
Marketing Environment and Marketing Research
Marketing Communication (Marketing Mix)
Social Media and Content Management
Positioning and DIfferentiation Strategies
Customer Journey and Customer Engagement Strategy
Digital Marketing and Social Media Management
Brand Management
Social Responsibility and Ethics in Marketing
Coursework
Coursework
Coursework
Presentations
Presentations
Outro

Further information

Exchange students 5

Evaluation scale

0-5

Arviointikriteerit, tyydyttävä (1-2)

Excellent 5: The student demonstrates a holistic, critical and analytical understanding and ability to apply in terms of the abovementioned learning objectives.

Very good 4: The student demonstrates a nearly holistic, critical and analytical understanding and ability to apply in terms of the abovementioned learning objectives.

Good 3: The student demonstrates a somewhat holistic and analytical understanding and ability to apply in terms of the abovementioned learning objectives.

Satisfactory 2: The student demonstrates under guidance an understanding of the abovementioned learning objectives. Application is satisfactory.

Adequate 1: The student demonstrates under guidance an understanding of the abovementioned learning objectives, but the application is found lacking.

If the student does not meet the minimum criteria set for the course, the grade is 0 (Fail).

Arviointikriteerit, hyvä (3-4)

Good 3: The student demonstrates a somewhat holistic and analytical understanding and ability to apply in terms of the learning objectives.
Very good 4: The student demonstrates a nearly holistic, critical and analytical understanding and ability to apply in terms of the learning objectives.

Assessment criteria, excellent (5)

Excellent 5: The student demonstrates a holistic, critical and analytical understanding and ability to apply in terms of the learning objectives.

Qualifications

Student knows the basics of marketing, accounting and management.