Study Guide

Objective

This study unit will provide the students with foundation on how the business environment operates. Upon completion of this course, the students will be able to apply their knowledge in business and working life.

Content

Foundation of marketing and market analysis:
- Developing Marketing Strategies and Plans
- Analyzing Consumer Markets
- Identifying Market Segments and Targets
- Setting Product Strategy
- Developing Pricing Strategies and Programs
- Identifying key elements Integrated Marketing Communications
- Managing Mass Communications: Advertising, Sales Promotion and Internet

Materials

Course book:
Principles of Marketing, Global edition (2021). Kotler P., Amstrong G., 18th edition. Pearson Education. Available as an eBook on FINNA via the VLebooks database.

Teaching methods

Online implementation

Exam schedules

This course is based on completion of assignments and therefore there is no exam.

International connections

Independent studies, flipped learning, case study analysis, online live team discussions, and project based learning.

Completion alternatives

To be discussed with the course leader, ideally before the start of the course

Student workload

30 hours: preparing and attending study team meetings and all group meetings
180 hours: studying course materials
50 hours: Study team assignments
20 hours:individual assignments
50 hours: study team discussions

Content scheduling

Defining Marketing and the Marketing process
Analyzing the Marketing Environment
Managing Marketing information to gain customer insights
Consumer Markets and Buyer Behavior
Products, Services and Brands. Building Customer Value
Pricing: understanding and capturing customer value
Marketing Channels and Supply Chain Management

Evaluation scale

H-5

Assessment methods and criteria

Fail (0pts), Good (1pts) and Excellent (2pts)
1 Individual assignments: 2 points maximum
3 study team discussions: 6 points maximum
4 team assignments: 8 points maximum
The students can get a maximum of altogether 16 points.

The points translate as follow for the final grade:
16-14 points: 5
13-12 points: 4
11-10 points: 3
9-8 points: 2
7 points:1
6 and below: 0

Please note that missing a deadline equals 0 points (unless medical certificate)

Assessment criteria, fail (0)

The student has demonstrated very limited knowledge and understanding of the main areas of the course. The student shows difficulties in applying his/her knowledge and understanding of the course content. The student demonstrates very little ability to gather and interpret relevant data to inform judgments that include reflection about what is asked for the assignments. The student has difficulties in communicating his/her ideas to others. Several parts of the text are unclear.

Assessment criteria, satisfactory (1-2)

The student has demonstrated limited knowledge and understanding of the main areas of the course. The student shows some difficulties in applying his/her knowledge and understanding of the course content. The student demonstrates little ability to gather and interpret relevant data to inform judgments that include reflection about what is asked for the assignments. The student has difficulties in communicating his/her ideas to others. Some parts of the text are unclear

Assessment criteria, good (3-4)

The student has demonstrated good knowledge and understanding of the main areas of the course. The student shows s/he can apply his/her knowledge and understanding of the course content. The student demonstrates good ability to gather and interpret relevant data to inform judgments that include reflection about what is asked for the assignments. The student is able to communicate his/her ideas to others. Important parts of the text are clear and well written.

Assessment criteria, excellent (5)

The student has demonstrated very good knowledge and understanding of the main areas of the course. The student shows s/he can apply his/her knowledge and understanding of the course content. The student demonstrates very good ability to gather and interpret relevant data to inform judgments that include reflection about what is asked for the assignments. The student is able to communicate clearly his/her ideas to others in a professional way. Most of the text is clear and well written.