Marketing Planning (5cr)

Evaluation scale

0-5

Content scheduling

The course includes interactive lectures, learning assignments scheduled for the entire course, and workshops related to themes.

Objective

The object of the course
When you complete this course, you will be familiar with the key theories, models and concepts related to marketing planning. You become familiar with the significance of data and customer information as a starting point for planning and consider the importance of responsibility as part of marketing. You will learn about different channels and their role, as well as how to utilize the different tools related to them. You are able to implement a marketing plan.

Course competences
Business competences: The student has a broad-based understanding of the business (marketing, services, management, finances, law, etc.).
Proactive development: Student is able to seek customer-oriented, sustainable and economically viable solutions, anticipating the future of their field.

The learning objectives of the course
In this course, you will become familiar with the key theories, models and concepts of marketing planning. You utilise the opportunities offered by digitalisation as a starting point for planning and analyse the results from the perspective of continuous development and sustainable development. You understand the role of different channels and acquire related tool skills. You recognize the strategic importance of the marketing plan for the marketing of the company. You apply skills to make a marketing plan.

Content

The key themes of the course are the significance of marketing planning for a company's business, responsible marketing, the importance of data and customer information as a starting point for planning, marketing channels and tools, marketing plan

Location and time

The course will be held on campus from January 12, 2026 to May 20, 2026. Detailed session dates and times will be announced in the schedule. Attendance is mandatory for some contact sessions.

Materials

Course materials include articles, videos, and resources provided by the instructor. Recommended literature:
Armstrong, G., Kotler, P., & Opresnik, M. O. (2023). Marketing: An introduction (Fifteenth edition. Global edition.). Pearson.

Bergström, S., & Leppänen, A. (2021). Yrityksen asiakasmarkkinointi (19., uudistettu painos.). Edita.

Teaching methods

The course is delivered through contact teaching on campus. The course includes both individual assignments and a group project, which culminates in a presentation and peer feedback. Teaching methods include lectures, case analysis and workshops. Some assignments will be completed during the sessions under guidance.

Employer connections

Visiting lectures and group work

Student workload

The student's time allocation during the course (135 h) is as follows:
Lectures 14 x 1,5 h
Group work 52 h
Independent Learning Assignments 62 h

Assessment criteria, satisfactory (1)

Sufficient 1
The student can define and identify the basics of marketing planning. The student recognizes issues affecting marketing planning and decision-making from the perspective of continuous and sustainable development. Tool skills related to marketing planning are at a basic level. There are clear errors in reporting and inconsistent presentation of results.

Satisfactory 2
The student masters the basics of marketing planning and knows the basic concepts. The student can apply what they have learned in marketing planning and decision-making, taking into account continuous and sustainable development. The student can perform simple analyses and explain the results, but the interpretation remains partly incomplete and inconsistent. Tool skills related to marketing planning are at a basic level. There are errors in reporting, but the presentation of results is mainly consistent.

Assessment criteria, good (3)

Good 3
The student masters the concepts and theories of marketing planning well. The student can apply what they have learned to marketing planning and decision-making, considering the perspectives of continuous and sustainable development. The students utilise theoretical models and marketing planning tools. The student demonstrates problem solving and decision making skills, can evaluate results and produce a marketing plan. Reporting and presentation of results is clear and consistent.

Very good 4
The student masters the concepts and theory of marketing design well. The student demonstrates the ability to plan and develop a company's marketing from a strategic perspective, considering the perspectives of continuous and sustainable development. Students successfully utilise theoretical models as well as marketing design tools. Students have problem solving and decision-making skills, which they can examine critically and develop their own thinking. Students interpret the results successfully and apply what they have learned to make a marketing plan. Reporting and presentation of results is consistent and error free.

Assessment criteria, excellent (5)

Excellent 5
The student has excellent knowledge of marketing design theories and concepts. The student can apply research and knowledge in the field and utilise research skills to solve different situations related to decision-making. The student demonstrates critical thinking and can logically argue the strategic choices made in marketing planning and management and to utilise tools consistently. Decisions are based on critical data literacy and the student can report the results logically and clearly with arguments. Reporting and presentation of results is consistent and error free.

Further information

The grade for the course is based on the learning assignments and group work. The grade may be affected by participation in mandatory lectures.

Assessment of own competence, peer assesment and teacher feedback on learning assignments.