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:
Foundations of Marketing, Pride William and O.C. Ferrell, 2016
This book is available as an e-book via the Dawsonera portal (FINNA)

Teaching methods

Online

International connections

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

Student workload

30 Hours (Online small team and all team meetings)
160 hours: (Reading course materials and individual and small team discussions)
50 hours: (Small team assignments and individual assignments)

Content scheduling

Key concepts in marketing and Business operation
The marketing environment
Target Markets: segmentation and evaluation
Consumer behavior and e-marketing
Business Buying behavior
Digital Marketing And social networking
Product, branding and packaging concepts
Pricing Concepts and management
Marketing Channels and supply chain management
Integrated Marketing Communication

Evaluation scale

H-5

Assessment methods and criteria

Fail (0pts), Good (1pts) and Excellent (2pts)
2 Individual assignments: 4 points maximum
3 small team discussions: 6 points maximum
4 team assignment : 8 points maximum
The students can get a maximum of altogether 18 points.
The points translate as follow for the final grade:
8 points or below: failed; 9-10 points= 1; 11-12 points= 2; 13-14 points= 3; 15-16points=4; 17-18 = 5
Please note that: Missing a deadline equals 0 points (medical certificate accepted)
The two individual assignments and the team assignment are compulsory to do to be able to pass the course.

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.