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Marketing Strategy

Structure Type: Study unit
Code: TLS1204
Type: Compulsory
Curriculum: LT 2019
Level: Bachelor of Business Administration
Year of Study: 3 (2021-2022)
Semester: Autumn
Credits: 4 cr
Responsible Teacher: Skjäl, Heidi
Language of Instruction: Finnish

Courses During the Academic Year 2021-2022

Impl.Group(s)Study TimeTeacher(s)LanguageEnrolment
3002LT2019-3M2021-10-13 – 2022-02-27Heidi Skjäl, Timo MalinFinnish2021-08-01 – 2021-09-06

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.


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