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 materials.

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 presentations of the results
-peer evaluation of book reflections and group work
-peer and self reflection of group work.

Exam schedules

No exam

International connections

Collaborative and professional construction, sharing and learning of new knowledge according to innovation pedagogy.

Student workload

The course is 5 ECTS = 135 hours of work. The work consists of:
-reading of theory independently
-writing a book reflection and giving feedback on another student´s reflection
-attending 8 lectures
-independent group work.

Content scheduling

Business model analysis
Innovation and planning of new business model/service
Leading and managing marketing
Creation and presentation of new service in a marketing video.

The course starts with a pre task 4.10.2021. Lectures week 42-49 . The first 50 students that enroll will be accepted to the course.

Further information

The first 50 students that enroll are accepted to the course.

Evaluation scale

H-5

Assessment methods and criteria

Subjects of evaluation:
Reading of book and writing a book reflection 25 %
Writing and presenting a business plan 25 %
Presentation of organizing and leading marketing 25 %
Marketing video of the new service/product 25 %

The 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.

Assessment criteria, satisfactory (1-2)

The student follows the instructions, but he/she does not present independent solutions.
The subjects of evaluation do not bring new ideas or additional value.
The presentations are standard performances.
The language and the professional impression of the written final business plan is adequate.
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 subjects of evaluation are goal oriented and useful.
The foundation of knowledge and the choice and implementation of facts is versatile and fits the purpose.
The presentations are clear and innovative.
Group work is dialogical and active.
The student shows good activity in class.
The language and the professional impression of the written business plan is good.

Assessment criteria, excellent (5)

The students know how to implement facts and the subjects of evaluation 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.
Presentations 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 business plan is excellent.