Strategic Marketing (7 cr)

Evaluation scale

0-5

Objective

This course is designed to provide you with an understanding of the fundamental principles of strategic marketing, addressing key strategic questions such as "Where are we now?" "Where do we want to be?" and "How will we get there?" You develop market analysis skills for growth, market penetration, market development, and diversification strategies throughout this course. You enhance your abilities in measuring and monitoring customer service, satisfaction, service quality, and the impact of competition. You cultivate skills for facilitating and implementing collaboration, alliances, and partnership strategies. You have the knowledge and skills necessary for effective strategic marketing, helping you to navigate the dynamic business landscape.

The competences to develop in this course are proactive development, and internationality multiculturalism.

Proactive development:
You have the ability to identify potential areas for development by proactively anticipating the future of the marketing field, staying ahead of emerging trends, applying existing knowledge effectively and employing appropriate research methods in the execution of development projects, ensuring that projects are well-informed and evidence-based. You have the capability to think creatively, challenge conventional boundaries, and generate innovative solutions that push the limits of traditional marketing strategies. These competencies underscore the importance of proactively driving development, applying knowledge effectively, and fostering creativity and innovation in strategic marketing.

Internationality and multiculturalism:
You demonstrate the ability to monitor and stay informed about global trends and developments within the strategic marketing field, keeping up with international industry standards, operating effectively, and adapting to diverse international and multicultural work environments, recognizing the importance of cross-cultural competency in global marketing endeavours. These competencies highlight the importance of staying globally aware and working effectively in diverse cultural contexts within strategic marketing.

Content

Theme 1: Foundations of Strategic Marketing Management
Theme 2: Developing Effective Marketing Strategies
Theme 3: Product and Service Strategy
Theme 4: Marketing Implementation and Communication

The above thematic structure provides a logical progression for understanding and applying the principles of strategic marketing management, from foundational concepts and insights to developing effective marketing strategies and their implementation.

Materials

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

Teaching methods

Physical contact teaching will be used, including lectures, workshops, hands-on labs, and the flipped classroom method. The delivery mode is based on the practicality of strategic marketing, with a critical analysis of market penetration, development, and diversification strategies in different business sectors.

Employer connections

Using various ways of connecting students to working life through alumni interaction and visiting guest lectures.

Completion alternatives

You have the right to apply for recognition of your studies through eRPL in Peppi if you have prior learning from university completed elsewhere that can be accredited towards the degree you are currently pursuing.

Student workload

Student work load for this course is 135 hours. During the course this means 6,75 weekly hours of studying.

- Lessons 32 hrs

-Assignments, presentations 48 hrs

-Independent reading and research 55 hrs

Assessment criteria, satisfactory (1)

Sufficient (1)
You strive to proactively identify and address future marketing trends by effectively applying knowledge and research, emphasizing creative and innovative problem-solving. You demonstrates a good understanding of monitoring global trends but needs to adhere to international industry standards and adapt to diverse work environments within the strategic marketing field. You pay more attention to a proactive approach, stay informed globally, and adapt for success in strategic marketing. You improve your utilization of information technology for report and presentation preparation and have issues with compliance with Jamk reporting instructions.

Satisfactory (2)
You satisfactorily identify and addresses future marketing trends by effectively applying knowledge and research, emphasizing creative and innovative problem-solving. You demonstrate a good understanding of monitoring global trends but fairly adheres to international industry standards and adapts to diverse work environments within the strategic marketing field. You pay fair attention to a proactive approach, stay informed globally, and adapt for success in strategic marketing. You possess satisfactory skills in utilizing information technology for report and presentation preparation and also have issues with compliance with Jamk reporting instructions.

Assessment criteria, good (3)

Good (3)
You demonstrate a strong command of marketing trends by effectively applying knowledge and research, emphasizing creative and innovative problem-solving. You exhibit a solid ability and demonstrate a good understanding of monitoring global trends, adhere to international industry standards and adapt to diverse work environments within the strategic marketing field. You adequately present your ideas in both verbal and written communication and effectively use information technology tools for preparing reports and presentations. You have minor issues related to compliance with Jamk reporting instructions.

Very good (4)
You demonstrate an excellent command of marketing trends by effectively applying knowledge and research, emphasizing creative and innovative problem-solving. You excel in understanding and monitoring global trends, adhering to international industry standards, and adapting to diverse work environments within the strategic marketing field. You present ideas, both verbally and in written form exceptionally. You adequately use information technology tools for report preparation and presentations and effectively communicates your findings in both oral and written forms in a responsible and well-structured manner, fully complying with Jamk reporting instructions.

Assessment criteria, excellent (5)

Excellent (5)
You demonstrate an exceptional command of marketing trends by effectively applying knowledge and research, emphasizing creative and innovative problem-solving. You exhibit excellent ability in understanding and monitoring global trends, adhering to international industry standards, and adapting to diverse work environments within the strategic marketing field. You present ideas verbally and in written form excellently. You proficiently use information technology tools for report preparation and presentations and fully comply with Jamk reporting instructions.

Qualifications

The students successfully completed their first-year studies with the "Principles of Marketing" course.

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.