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Marketing Management / Customer-oriented Business

Structure Type: Study unit
Code: TLYS0004
Type: Compulsory / Professional Studies
Curriculum: TLY 2015
Level: Master of Business Administration
Year of Study: 1 (2015-2016)
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.


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