Business Models and Marketing (5 cr)
01.06.2022 - 09.09.2022
16.09.2022 - 04.12.2022
Number of ECTS credits allocated
Mode of delivery
0 - 40
- Degree Programme in Business
- Marianne Renvall
- 02.12.2022 12:00 - 15:00, Business Models and Marketing 3011665-3008
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
- Methods of assessing the business models
- Disciplines of marketing management
- Marketing planning process
- Role of immaterial resources in marketing
Business Model Generation, Alexander Osterwalder &Yves Pigneur.
The St. Gallen Business Model Navigator
During the course we use mostly collaborative learning methods, such as:
-book circle and sharing and building knowledge, peer evaluation of book reflection
-professional company cases for group work as well as presentations of the results as well as peer evaluation
-peer evaluation and self reflection of group work.
Collaborative and professional construction, sharing and learning of new knowledge according to innovation pedagogy.
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
-attending 8 lectures
Analysis and presentation of business models
Planning and leading marketing
Producing marketing material
The course starts with a pre-task week 37. Classes on campus once a week for 8 weeks starting week 40 (no class during autumn break).
Group size max 40 students (the 40 students that first sign up are accepted). A similar course starts in Finnish week 36.
The first 40 students that enroll are accepted to the course
Assessment methods and criteria
Subjects of evaluation:
Reading of book and writing a book reflection, commenting on another student´s reflection 25 %
Analysis and presentation of business models 25 %
Writing a marketing plan 25 %
Making a marketing video 25 %
The attandence 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:
Assessment criteria, fail (0)
If one of the subjects for evaluation is failed, the whole course if failed.
Assessment criteria, satisfactory (1-2)
Grade 1-2, the student:
-returns all tasks for evaluation
-understands the basis of analyzing business models and planning marketing
-can produce marketing material
-know 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
-reflects critically and independently on studied theory
-analyses business models and develops marketing
-produces marketing material according to the brand
-functions well in the group and can reflect on own role in it.
Assessment criteria, excellent (5)
Grade 5, the student fulfills all criteria for grades 1-4 as well as:
-reflects critically on studied theory and presents additional points
-analyses and develops goal and customer oriented business models ans marketing
-can produce marketing material that makes an impact on customers and sales.