Marketing Strategy
| Structure Type: | Study unit |
|---|---|
| Code: | TLS1204 |
| Type: | Compulsory |
| Curriculum: | LT 2018 |
| Level: | Bachelor of Business Administration |
| Year of Study: | 3 (2020-2021) |
| Semester: | Autumn |
| Credits: | 4 cr |
| Responsible Teacher: | Skjäl, Heidi |
| Language of Instruction: | Finnish |
Courses During the Academic Year 2020-2021
| Impl. | Group(s) | Study Time | Teacher(s) | Language | Enrolment |
|---|---|---|---|---|---|
| 3001 | LT2018-3M | 2020-10-07 – 2021-02-28 | Heidi Skjäl, Timo Malin | Finnish | 2020-08-17 – 2020-09-11 |
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: 36 h
- of which autonomous studies: 72 h
The assessment 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
Vuorinen, T. 2014. Strategiakirja - 20 työkalua. Talentum.
Cohen,W.A. 2005 . The Marketing Plan. New York. John Wiley
Other material provided by the lecturer.
Mode of Delivery / Planned Learning Activities and Teaching Methods
Lectures, assignments and 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
- recognize 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
- utilize problem-solving methods when given guidance
- find development needs in the field
Assessment Methods
Numerical (0-5). Project work and assignments, active participation in class.