Curricula

Objective

The students have holistic competence related to marketing, competition and company analysis. They have planning competence: they know how to map various marketing options and to evaluate their effectiveness. They possess holistic competence tools for the implementation and follow-up of marketing. The students know the possibilities of the Enterprise Resource Planning (ERP) in management of the marketing. They are able to assess the results and effectiveness of marketing with different indicators. They also have consultation know-how. The students participate in the R&D activities of the School of Business Administration in accordance with the objectives of the course.

Content

The significance of the strategic planning of marketing for competitive advantage. Traditional models and portfolios at company level (SWOT, BostonCG, GE, Porter, Ansoff). The sub-areas of marketing consultation are studied through a development assignment.

Qualifications

The student knows the principles of profitable commercialization and managing selling process and understand the meaning of profitable brand and customer portfolio in business.

Assessment criteria, satisfactory (1)

The student's performance corresponds the learning outcomes
100-90 %: 5 (A Excellent)
89-80%: 4 (B Very good)
79-70%: 3 (C Good)
69-60%: 2 (D Satisfactory)
59-50%: 1 (E Sufficient)