Marketing Strategy
| Structure Type: | Study unit |
|---|---|
| Code: | TLS1204 |
| Type: | Compulsory |
| Curriculum: | LT 2016 |
| Level: | Bachelor of Business Administration |
| Year of Study: | 3 (2018-2019) |
| Credits: | 4 cr |
| Responsible Teacher: | Skåtar, Kim |
| Language of Instruction: | Finnish |
Courses During the Academic Year 2018-2019
| Impl. | Group(s) | Study Time | Teacher(s) | Language | Enrolment |
|---|---|---|---|---|---|
| 2 | T-LT-3M | 2019-01-07 – 2019-05-26 | Heidi Skjäl | Finnish | 2018-12-05 – 2019-01-14 |
Still need to take the course? See the courses during the academic year 2019-2020.
Learning Outcomes
The student understands the role of the marketing strategy as part of a company’s decision making. The student knows the creation process of the marketing strategy, know how to collect information about the environment and the markets, knows how to take the competitive environment into consideration in the strategy making process, can create various marketing strategies and is able to use the marketing-mix elements when executing the selected strategy, knows how to follow-up the strategy.
Student's Workload
Total work load of the course 108 h
- of which scheduled studies: 52 h
- of which autonomous studies: 56 h
The assesment of student's own learning 1 h is included in contact lessons.
Prerequisites / Recommended Optional Courses
Basics of Marketing, Sales Management, Marketing of Services, Relationhip Marketing
Contents
The role of the marketing strategy as part of a company’s decision making. The creation process of the marketing strategy. Collect information about the environment and the markets The competitive environment as a basis of the strategy making process. The role of the marketing-mix elements in executing the selected strategy. Follow-up of the marketing strategy.
Regional Impact
The course content takes into account the region's businesses in the energy sector, as well as the specific features of international trade.
Internationality
The course content takes into account the region's businesses in the energy sector, as well as the specific features of international trade.
Recommended or Required Reading and Other Learning Resources/Tools
Aaker, D. (2008): Strategic Market Management, John Wiley & Sons, Inc.
David, F (2011): Strategic Management, Prentice Hall.
Kotler, P. & Keller, K. (2009): Marketing Management. Prentice Hall. Chapters 2,3,9,10,11,12,14,15,17,20.
Other material provided by the lecturer.
Mode of Delivery / Planned Learning Activities and Teaching Methods
Lectures, assignments, group work and test.
Assessment Criteria
Test:
5: utilise and apply essential theories, concepts and meth-ods in various situations
3: utilise theories, concepts and methods consistently in written and oral communication
1: utilise essential theories, concepts and methods in var-ious situations
Assignment:
5: retrieve information systematically from scientific publications in the field
- modify the information for various purposes
- assess the correctness and reliability of the information
- understands the development needs in the field and pre-sent development measures
- analyse and assess professional issues appearing in practical operations
- justify , giving the theoretical base, for the solutions made when acting in tasks of an expert
3: modify and apply acquired infor-mation
- assess the correctness of the information
- justify the solutions made when acting in tasks of an expert
- utilise various problem-solving methods independently
- recognise the development needs in the field
1: retrieve and utilise information from various sources
- justify the solutions made when acting in tasks of an expert
- utilise problem-solving methods when given guidance
- find development needs in the field
Assessment Methods
Numerical (0-5). Project work and assingment (40%), active participation in class (19%) and test (50%).