Business Models and Marketing (5 cr)

realization.id

38764

realization.code

KH00CE20-3006

realization.startDate

01.09.2525

realization.endDate

16.11.2525

realization.enrollmentStart

01.06.2525

realization.enrollmentEnd

14.09.2525

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PUBLISHED

Teaching language

en

realization.name

Business Models and Marketing

Content

Methods of assessing the business models
- Disciplines of marketing management
- Marketing planning process
- Role of immaterial resources in marketing

Further information

Its Learning and e-mail.

Further information

Its Learning and e-mail.

Objective

After completing 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

Evaluation methods and criteria

Subjects of evaluation:
All tasks are graded 0-5.
Reading a book and writing a book reflection, participation in book circle, commenting on another student´s reflection, 25 % of course grade, individual task.
Analysis and presentation of business models 25 % of course grade, group work.
Writing a marketing plan 25 % of course grade, group work.
Making a marketing video 25 % of course grade, group work.

The attendence 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.

Exam schedules

No exam

Completion alternatives

No alternative ways of passing the course.

Evaluation scale

H-5

Student workload

The course is 5 ECTS = 135 hours of work. The work consists of:
-reading of literature and theory
-writing a book reflection and giving feedback on another student´s reflection, participating in book circle
-independent group work and presentations in class (business models, marketing plan and video)
-8 lectures on site.

Teaching methods

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 and presentations of the results as well as peer evaluation
-interviewing marketing representatives and
-peer evaluation and self reflection.

Materials

Business Model Generation, Alexander Osterwalder &Yves Pigneur.
The St. Gallen Business Model Navigator - 55 business models.
Teacher´s materials.

realization.grade0Description

If one of the subjects for evaluation is failed, the whole course if failed. If the student is absent from more than 2 lectures, the course if failed.

Any of the outcomes of the course (reflection, presentation, marketing plan, video) is copied from other sources (plagiarism).

realization.grade1Description

Grade 1-2, the student:
-returns all tasks for evaluation on time
-understands the basis of analyzing business models and planning marketing
-can produce marketing material
-knows how to reflect on studied theory
-functions as part of the group and does group work.

realization.grade3Description

Grade 3-4, the student:
-returns all task for evaluation on time
-reflects critically and independently on studied theory
-analyses business models in depth
-knows how to use marketing assets effectively
-plans marketing in a customer centric way
-produces marketing material which is appealing to customers
-functions well in the student group and can reflect on own role in it.

realization.grade5Description

Grade 5, the student
-returns all task for evaluation on time
-reflects critically and independently on studied theory and brings new aspects to it
-analyses business models in depth according to UN sustainable goals
-knows how to use marketing assets effectively
-plans marketing in a customer centric way
-produces marketing plan and material that impacts the customers and therefore sales
-encourages others students and shares own knowledge with them.

International connections

Individual and collaborative building, sharing and learning of new knowledge according to innovation pedagogy. Sustainable development of business models and marketing according to UN sustainable goals.

Content scheduling

Analysis and presentation of business models
Planning and leading marketing
Producing marketing video.

The course starts with a pre-task week 36. Classes on campus once a week for 8 weeks during weeks 38-46 (no class during autumn break).

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