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.
The St. Gallen Business Model Navigator
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 as well as presentations of the results as well as peer evaluation
-peer evaluation 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 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

Content scheduling

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.

Further information

The first 40 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, 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:
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)

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.