Marketing Management / Customer-oriented Business
| Structure Type: | Study unit |
|---|---|
| Code: | TLYS0004 |
| Type: | Compulsory / Professional Studies |
| Curriculum: | T-LY 2013 |
| Level: | Master of Business Administration |
| Year of Study: | 1 (2013-2014) |
| Credits: | 5 cr |
| Responsible Teacher: | Mannila, Margit |
| Language of Instruction: | Finnish |
Learning Outcomes
Course at Seinäjoki AMK.
Student becomes familiar with marketing management as a holisctic process and is able to apply his / her knowledge in the development of marketing strategy and in the creation of a marketing plan. Student has the capability to solve practical marketing problems faced in different business situations.
Student is able to plan marketing communication strategies and understands the role of integrated marketing communication. Student understands basic principles of strategic brand management and is able to apply those principles in the development process of brands. In addition the student is able to detect different strategic problems at different stages of the product life cycle and is able to find solutions for these problems through innovations. Student is able to apply this type of approach also in services.
Student's Workload
Total work load: 135 h.
- scheduled studies: 24 h.
- individual studies: 111 h.
The assesment of student's own learning 1 h is included in contact lessons.
Prerequisites / Recommended Optional Courses
No prerequisites.
Contents
- Brand management and integrated marketing communication
- Marketing management as a holistic process
- Productization and development of services and expert services
- Creation of a marketing plan or a marketing communication plan
- Product and service innovations
- Innovation activity
Recommended or Required Reading and Other Learning Resources/Tools
To be announced.
Mode of Delivery / Planned Learning Activities and Teaching Methods
Lectures, discussions, litterature assignment and/or company cases. A development assigment connected to the employers business.
Assessment Criteria
To be announced.
Assessment Methods
The assessment takes into account the working methods, problem-solving skills and the ability to apply theoretical knowledge in order to develop the working and business practices.