Study Guide

Objective

After completing the course the student is able to
- define the business models and operations of an enterprise
- define the role of marketing planning and leadership
- assess and utilize the immaterial and material resources in marketing

Content

Methods of assessing the business models
- Disciplines of marketing management
- Marketing planning process
- Role of immaterial resources in marketing

Materials

Business Model Generation, Alexander Osterwalder &Yves Pigneur.
The St. Gallen Business Model Navigator - 55 business models.
Teacher´s materials.

Teaching methods

During the course we use mostly collaborative learning methods, such as:
-independent reflection
-book circle and sharing and building knowledge, peer evaluation of book reflection
-professional company cases for group work and presentations of the results as well as peer evaluation
-interviewing marketing representatives
-peer evaluation and self reflection.

Exam schedules

No exam

International connections

Individual and collaborative building, sharing and learning of new knowledge according to innovation pedagogy. Sustainable development of business models according to UN sustainable goals.

Student workload

The course is 5 ECTS = 135 hours of work. The work consists of:
-reading of literature and theory independently
-writing a book reflection and giving feedback on another student´s reflection
-independent group work and presentations in class (business models, marketing plan and video)
-8 lectures on site.

Content scheduling

Analysis and presentation of business models
Planning and leading marketing
Producing marketing video.

The course starts with a pre-task week 35. Classes on campus once a week for 8 weeks starting week 37 (no class during autumn break).

Group size max 40 students (the 40 students that first sign up are accepted).

Further information

Its learning

Evaluation scale

H-5

Assessment methods and criteria

Subjects of evaluation:
All tasks are graded 0-5.
Reading a book and writing a book reflection, participation in book circle, commenting on another student´s reflection, 25 % of course grade, individual task.
Analysis and presentation of business models 25 % of course grade, group work.
Writing a marketing plan 25 % of course grade, group work.
Making a marketing video 25 % of course grade, group work.

The attendence and activity of the student during the lectures and in the group work can affect the final course grade positively or negatively.

Means of evaluation:
Teacher´s evaluation
Peer evaluation
Self reflection.

Assessment criteria, fail (0)

If one of the subjects for evaluation is failed, the whole course if failed. If the student is absent from more than 2 lectures, the course if failed.

Any of the outcomes of the course (reflection, presentation, marketing plan, video) is copied from other sources (plagiarism).

Assessment criteria, satisfactory (1-2)

Grade 1-2, the student:
-returns all tasks for evaluation on time
-understands the basis of analyzing business models and planning marketing
-can produce marketing material
-knows how to reflect on studied theory
-functions as part of the group and does group work.

Assessment criteria, good (3-4)

Grade 3-4, the student:
-returns all task for evaluation on time
-reflects critically and independently on studied theory
-analyses business models in depth
-knows how to use marketing assets cost effectively
-plans marketing in a customer centric way
-produces marketing material which is appealing to customers
-functions well in the student group and can reflect on own role in it.

Assessment criteria, excellent (5)

Grade 5, the student
-returns all task for evaluation on time
-reflects critically and independently on studied theory and brings new aspects to it
-analyses business models in depth according to UN sustainable goals
-knows how to use marketing assets cost effectively
-plans marketing in a customer centric way
-produces marketing plan and material that impacts the customers and therefore sales
-encourages others students and shares own knowledge with them.