Study Guide

Objective

Having completed 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
Teacher´s material.

Teaching methods

During the course we use mostly collaborative learning methods, such as:
-book circle and sharing and building knowledge
-professional company cases for group work as well as presenting and pitching the results
-peer feedback of presentations and pitches
-peer evaluation of group work.

In addition to that, the students do personal book reflections.

International connections

Collaborative and professional learning and construction of new knowledge according to innovation pedagogy. Develop skills of giving feedback.

Student workload

The course is 5 credits = 135 hours of work. The work consists of:
-reading of theory independently
-writing a book reflection
-lectures: book circle, teacher´s lectures and info, working on group work guided by teacher, presentations, pitches
-independent group work: Writing of business and marketing plans as well as final report, preparing for presentations and pitches.

Content scheduling

Goals:
After the course, the student knows how to:
-analyze the business model of a company and develop it into a new direction according to customer segments
-plan and lead marketing in a company
-evaluate and use tangible and intangible marketing resources
-present and pitch the outcomes
-describe the process in writing

Content:
-analysing and developing a business model
-plan and lead marketing
-importance of intangible marketing resources
-develop presentation and pitching skills
-report the process

The course starts with a pre task. Lectures 19.10.-14.12.

Evaluation scale

H-5

Assessment methods and criteria

Subjects of evaluation:
Book reflection 10 %
Writing and presenting a business plan 30 %
Writing and pitching a marketing plan 30 %
Writing a final report 30 %.

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

Assessment criteria, fail (0)

If one of the subjects of evaluation (book reflection, presentation of business plan, pitching of marketing plan, written final report) fails, the whole course is failed.

Assessment criteria, satisfactory (1-2)

The student follows the instructions, but he/she does not present independent solutions.
The business and marketing plans do not bring new ideas or additional value.
The presentation and pitch are standard performances.
The language and the professional impression of the written final report is weak.
The student does poor group work and is not active in class.

Assessment criteria, good (3-4)

The student works well independently and in group and uses professional knowledge.
Both business and marketing plans are goal oriented and useful.
The foundation of knowledge and the choice and implementation of facts is versatile and fits the purpose.
The presentation and pitch are clear and attractive.
Group work is dialogical and active.
The student shows good activity in class.
The language and the professional impression of the written report is fluent.

Assessment criteria, excellent (5)

The students know how to implement facts and both business and marketing plans are innovative and useful.
The foundation of knowledge is versatile and references have been used critically.
The theoretical conclusions are based on knowledge and essential facts and contains student´s own reflection.
Presentation and pitch are attractive, creative and inspirational.
Group work is dialogical, innovative and active.
The student shows great activity in class.
The language and the professional impression of the written report is excellent.