Marketing Strategy
| Structure Type: | Study unit |
|---|---|
| Code: | TLS1204 |
| Curriculum: | LT 2023 |
| Level: | Bachelor of Business Administration |
| Year of Study: | 3 (2025-2026) |
| Semester: | Spring |
| Credits: | 4 cr |
| Responsible Teacher: | Skjäl, Heidi |
| Language of Instruction: | Finnish |
Taking the course in advance? See the courses during the academic year 2024-2025.
Learning Outcomes
The course consists of the key components of marketing and communication strategy, on the basis of which students will create a social media marketing plan for a company. After completing the course, the student will be able to apply the components of product and communication strategy as part of strategic marketing planning. The student will be capable of creating a social media marketing plan based on strategic processes. The student will be able to creatively brainstorm and develop new approaches to given tasks in teams and work in a committed, efficient, and constructive manner within a work community team. The student will master interaction skills, including listening, discussion, and presentation skills. The student will understand the concept of feedback and be able to give and receive feedback. The student will be able to evaluate their own strengths and areas for development and apply these in various situations. The student will understand the significance of artificial intelligence as an aid to their own ideation and be able to evaluate the accuracy of information. The student will master writing skills in Finnish and be able to express themselves clearly and professionally, adhering to thesis criteria. The student will be able to produce high-quality written reports.
Student's Workload
Total work load of the course 108 h
- of which scheduled studies: 32 h
- of which autonomous studies: 76 h
The assessment of student's own learning 1 h is included in contact lessons.
Prerequisites / Recommended Optional Courses
Previous marketing courses.
Contents
The role of marketing strategy in organizational decision-making. The stages of the marketing strategy development process. Utilizing environmental and market information in the strategy process, as well as creating a social media marketing plan based on these with practical examples.
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
Komulainen, M. (2023). Menesty Digimarkkinoilla. Kauppakamari. ekirja.
Mode of Delivery / Planned Learning Activities and Teaching Methods
Lectures, assignments, group work.
Assessment Criteria
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 present 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 information
- assess the correctness of the information
- justify the solutions made when acting in tasks of an expert
- utilize various problem-solving methods independently
- recognice the development needs in the field
1: retrieve and utilize 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).