Marketing (5 cr)

Evaluation scale

0-5

Objective

Object of the course
Purpose of the course is to offer you a versatile view of marketing; basic concepts, principles and also continuous changes in the field of marketing.

Competencies
Business competencies: The student has a broad understanding of marketing and competitive advantages in the company.

Learning to learn: The student understands the marketing concept and is able to search and adapt the marketing related information relating to different themes.

Aim of the course
You understand the significance of marketing in the company's performance and customer value creation. You will learn how to evaluate marketing results. You become familiar with marketing technologies and environment from different perspectives and understand the importance of responsibility in marketing. You develop your interaction skills both individually and in a group and are able to evaluate and recognise your own marketing expertise.

Content

Marketing environment
Customer buying behaviour
Creating customer value
Sales and Marketing integration
Product/service offering
Importance of brand
Pricing process
Integrated marketing communications (IMC)
Responsibility

Materials

ISBN 978-1-292-09289-8 Kotler, P., Armstrong, G, Harris, L.C. & Piercy, N. 2013. Principles of
Marketing. Pearson. 7th edition. (Chapters: 1, 2, 3, 5, 6, 7, 8, 14, 18, 20)

Teaching methods

Marketing is a course implemented in contact teaching. You will also study in the Moodle learning environment. In Moodle, you can find the course instructions, schedules, assignments and study materials.
In contact lessons, the topic is explored through lectures and other learning materials. You will also participate in completing applied learning assignments in groups. In groups, you reflect and share what you have learned communally with your peer students.

You will participate to the first contact lecture, which will confirm your attendance during the course.

Guidance
You will receive guidance in contact teaching directly from the teacher and in the Moodle learning environment (e.g. questions and answer column). You can also get guidance from your peer students.

Feedback
You will receive qualitative assessment and feedback on your group and learning assignments.
You give feedback on the course (final feedback) on the implementation.

Employer connections

Your student group and applied lesson assignments enable a working life-oriented
peer learning network. In addition, you will get a concrete perspective on marketing through video interviews of representatives of businesses.

Exam schedules

The multiple-choice exam, which covers 70% of the assessment of the course, is carried out in the Moodle learning environment during the implementation of the course.

In accordance with Jamk's degree regulations, students are offered three opportunities to take the exam.

Student workload

Orientation (2 hours): You will become familiar with the learning objectives, contents and assignments; You plan your time management and individual learning objectives.

Theoretical knowledge (70 hours): You participate to the lectures and study independently. You prepare for a multiple-choice exam.

Applied competence (60 hours): You actively participate in group assignments that apply theory into practise and act as an active member of the group, producing different perspectives on concrete examples.

Self-assessment and assessment of the course (3 hours): Finally, you will assess your own learning and the implementation of the course.

Assessment criteria, satisfactory (1)

Adequate 1
You understand the main concepts, theories and methods of marketing and you are able to describe the implementation with them. You address the topic from different points of view. You interpret the results and present development suggestions. You work in different problem solving situations independently and according to given instructions. You recognise your interaction skills and you are able work in a goal-oriented way in groups. You disclose and rationalise your perspectives. You take responsibility for your work. You can evaluate and recognise the objects of improvement in your own expertise in relation to marketing. Your reporting is illustrative but contains some illogicalities and shortcomings. Your text is unstructured and there repeatedly occur some language and style errors. There are some deficits complying with JAMK reporting instructions.

Satisfactory 2
You understand the main concepts, theories and methods of marketing and you are able to implement these in the rationalisation of your conclusions. You can present applicable solutions based on the results. You have the practical skills to survive known situations. You can co-operate responsibly in problem-solving situations. You can adapt and develop your interaction skills to different situations. You take responsibility for your peers work. You can evaluate and recognise the objects of improvement in your own expertise in relation to marketing. Your reporting is logical and illustrative but has some shortcomings. Your text is unstructured and there repeatedly occur some language and style errors. There are some deficits complying JAMK reporting instructions.

Assessment criteria, good (3)

Good 3
You can analyse and categorise the main concepts and theories of marketing in your conclusions. You can combine different knowledge, skills and methods in problem solving situations. You can analyse and compare results and present an applicable solution based on them. You manage the practical skills you need to work independently. You show skills of solving problems related to this line of business. You can organise and take responsibility for your group’s work. You can argument your points of view in interaction. You can analyse and reason your expertise and improvement points in marketing. Your reporting is coherent, justifiable and illustrative. Your text is structured and there occurs occasional language and style errors. You follow JAMK reporting instructions.



Very good 4
You can evaluate, analyse and utilise the main concepts and theories of marketing in your conclusions. You can evaluate and explain the results and the process leading to them based on the set objectives. You show the ability to differentiate the relevant aspects and make a justifiable decision in multifunctional problems within this line of business. You can present applicable conclusions and development suggestions. You possess practical skills in which you apply the knowledge. You can organise the work of the community and take responsibility for the group tasks and problem solving. You are able to have reciprocal discussion aiming at overall understanding and strengthening co-operation between the participants. You take responsibility for the development of the group and the individuals in it. You can analyse your expertise in different sectors reflectively and show your improvement in regards to marketing. Your reporting is logical, analytical and professional. Your text is structured, fluent and mainly error-free. You follow JAMK reporting instructions.

Assessment criteria, excellent (5)

Excellent 5

You can critically evaluate and utilise the main theories, concepts, research, methods and principles of marketing in your solutions. You can define and interpret the central concepts and theories in this line of business based on accurate knowledge and research publications. You can produce new points of view and make generalisations. You evaluate, analyse and compare the process, results and recommendations in relation to set objectives and criteria. You possess the practical skills to develop the operations. You lead in a goal-oriented way, by taking responsibility for the projects and tasks in complicated problem solving situations. You work in co-operation and produce new and creative solutions by anticipating changes in the operating environment. You take responsibility for the development of the group and the individuals in it. You are able to have reciprocal discussion aiming at overall understanding and strengthening co-operation between the participants. You reflect and develop your expertise in marketing critically, comprehensively and diversely. Your report cogently, presenting a logical and clear entity. You show critical thinking and your text is argumentative, insightful and almost error-free. You follow JAMK reporting instructions.

Further information

Assessment methods:
Exam, multiple choice, individual assignment 70% of the final grade.
Class participation and engagement in group activities 30% of the final grade.

Additionally, you will receive formative and summative assessment (teacher/peer assessment) according to the content distribution and tasks.

In the course on utilizing artificial intelligence, guidelines, and any ethical questions will follow the updated recommendations of Arene and the rules of Jamk.