Business and Marketing (5op)

Arviointiasteikko

H-5

Sisällön jaksotus

The study module is implemented in English.

This course offers a practical and strategic approach to developing business and marketing plans. Students will learn how to transform a business idea into a comprehensive plan by exploring key components such as business models, market analysis, financial planning, and marketing strategies. The course also emphasizes sustainability and encourages students to consider how their business concepts can contribute to solving social, economic, or environmental challenges.

Work is primarily conducted in groups and includes contact sessions, collaborative group work, interactive workshops, and reporting. Assessment is based on a exam (individual) and Business and Marketing Plan (group work) and active participation an presence in contact session, is reguired throughout the course.

Students may choose to develop their business plans within the industrial management sector or focus on broader sustainability issues, such as promoting social equity, economic resilience, or environmental responsibility.

Learning Objectives
By the end of the course, students will be able to:
Conceive and articulate a business idea with a clear vision and sustainability focus
Identify a relevant problem and propose a solution that aligns with sustainable development goals
Develop a business model that integrates environmental, social, and economic sustainability
Analyze the operational environment, including taxation, regulations, and entrepreneurship
Conduct competitive analysis and define a unique value proposition
Plan financials including budgeting, pricing, and financing
Identify target audiences and customer segments
Create a comprehensive marketing plan with clear objectives and strategies
Allocate resources and prepare a budget for implementation
Develop an actionable implementation plan
Establish methods for monitoring and evaluating business and marketing performance

Tavoitteet

The student can describe the requirements for a successful business. The student can communicate goals of a business to various interest groups of a business. The student is able to establish a marketing plan to reach customers. The student can describe a business idea.

Sisältö

Business environment
Business planning
Business Operations
Entrepreneurship
Marketing and marketing tools
Sales

Oppimateriaalit

Material provided by the teacher or acquired by the student.

Exam: materials in Its Learning (provided by teacher).

Opetusmenetelmät

Exam, Active Learning, Team Learning.

Pedagogiset toimintatavat ja kestävä kehitys

This course is designed using active and student-centered pedagogical methods, including group work, workshops, contact sessions, and collaborative reporting. The learning process emphasizes experiential learning, peer interaction, and iterative development of ideas. The course aligns with the CDIO (Conceive – Design – Implement – Operate) framework, focusing on the Conceive and Develop stages of innovation and entrepreneurship.

Students will conceive a business idea and develop it into a viable concept, considering real-world constraints and opportunities. The course encourages critical thinking, creativity, and strategic planning, with a strong emphasis on sustainability. Business ideas are developed from a sustainability perspective, addressing social, economic, or environmental challenges. Students may choose to focus on the industrial management sector or tackle broader sustainability issues.

Toteutuksen valinnaiset suoritustavat

Does not exist.

Opiskelijan ajankäyttö ja kuormitus

Assignments (both spoken and written tasks) include different forms of reporting.

135 h ( 5 op)
lectures 34 h
individual and group work 124 h

Business and Marketing Planning
Business Concept and Vision: Develop and articulate a clear business idea and long-term vision
Problem and Solution Fit: Identify a relevant problem and propose a viable solution
Business Model: Design and describe a sustainable business model
Operational Environment: Understand taxation, industry-specific regulations, and entrepreneurship
Competitive Analysis: Analyze competitors and position the business effectively
Financial Planning: Prepare financial projections including costs, revenues, pricing, budgeting, and financing
Target Audience: Define and understand customer segments and target groups
Value Proposition: Clarify the unique value offered to customers
Sustainability Considerations: Integrate social, economic, and environmental sustainability into business planning
Customer Understanding: Profile customer groups and identify their needs
Marketing Objectives: Set clear and measurable marketing goals
Marketing Strategies: Develop both digital and traditional marketing strategies
Marketing Plan: Create a structured marketing plan aligned with business goals
Budget & Resources: Allocate resources and prepare a marketing budget
Implementation Plan: Outline steps for executing the business and marketing plans
Monitoring & Evaluation: Establish methods for tracking progress and evaluating outcomes

Arviointimenetelmät ja arvioinnin perusteet

Assessment is based on:
Exam (individual)
Active participation in group work, workshops, and contact sessions (individual)
Quality and completeness of business and marketing plan deliverable (group work)

Final Exam: 75% of the final grade
Business and Marketing Plan: 25% of the final grade

The Business and Marketing Plan is a group assignment that requires active participation in both group work and contact sessions. This component is assessed on a pass/fail basis.

To pass the course, students must attend at least 9 out of 12 contact sessions. Attendance below this threshold (i.e., 8 or fewer sessions) indicates insufficient engagement in group work and will result in automatic failure of the entire course. In such cases, the student is considered to have significant gaps in knowledge, participation, and deliverables.

Key Dates
Presentation of the Business and Marketing Plan: 12.12.2025 during the contact session from 8 o'clock till 11 o'clock
Submission Deadline for the Business and Marketing Plan Document (Word format): return to itslearning 3.12.2025 before 8:00 PM.

Hylätty (0)

Course Failure Conditions
A student will fail the entire course if:

The exam is failed, or
The group assignment (Business & Marketing Plan) is failed due to lack of participation or attendance.
Group Work Failure Criteria
A student will fail the group assignment if they:

Do not actively participate in group work, or
Are absent from more than 3 of the 12 contact sessions.
In such cases, the student is considered to have insufficient engagement, with fundamental gaps in knowledge, activity, and deliverables. Only students who have actively contributed to the group work will be assessed and graded.

If the group fails to submit a complete Business and Marketing Plan—including all required content—by the deadline, the group assignment will be failed.

Minimum Requirements for the Marketing Plan
A business and marketing plan will be considered incomplete or failing if it lacks the following:

Business Concept and Vision: No clear business idea or vision presented.
Problem and Solution Fit: No problem or solution identified.
Business Model: No business model described.
Competitive Analysis: No competitive analysis provided.
Financial planning: No financial information provided.
Target Audience: Not identified
Value Proposition: Missing
Marketing Objectives: Not stated
Marketing Strategies: Missing
Budget & Resources: Not included
Implementation Plan: Missing
Monitoring & Evaluation: Not addressed

Academic Integrity
Cheating or copying or use of Artificial Intelligence during the exam is strictly prohibited and will result in automatic failure of the course, along with possible disciplinary sanctions.

The use of Artificial Intelligence tools for completing the group work is allowed, but must be reported.

Arviointikriteerit, tyydyttävä (1-2)

Grade of the exam (75%).

The group is able to use business terms and basic theories when she/he is explaining his/her findings and observations. Can describe, classify and list. Outcome is descriptive, but does not include any reflection or insight (25%).
Business and Marketing Plan:
Business Concept and Vision: Basic concept with limited clarity or originality; vision is vague or generic.
Problem and Solution Fit: Problem and solution are loosely defined; lacks evidence or relevance.
Business Model: Basic or unclear revenue model; lacks operational details.
Competitive Analysis: Basic overview of competitors; lacks depth or strategic insight.
Financial planning: Basic financials with limited accuracy or justification.
Market Analysis: The analysis is vague or superficial, lacking depth. Some market data is included, but insights are limited or not well interpreted.
Target Audience: The audience is described in general terms, overly broad, or lacks clear segmentation. Targeting lacks specificity or actionable detail.
Value Proposition: The value proposition is generic or basic, with limited clarity or differentiation. It does not strongly communicate the unique sustainable value.
Marketing Objectives: Objectives are vague, unrealistic, or not measurable. They may lack alignment with the overall strategy or sustainability goals.
Marketing Strategies: Strategies are generic or lack relevance to the target audience. The marketing mix is basic, with limited use of channels or sustainability integration.
Budget & Resources: The budget is either unrealistic or lacks sufficient detail and justification. Resource planning is minimal or unclear.
Implementation Plan: The timeline or action steps are vague or incomplete. The plan lacks clarity in roles, milestones, or sustainability checkpoints.
Monitoring & Evaluation: Metrics are minimal, unclear, or not well connected to objectives. Basic KPIs may be mentioned, but there is no clear follow-up or evaluation process.

Arviointikriteerit, hyvä (3-4)

Grade of the exam (75%).

The group understands the big picture and relationships and describes it using theory. Shows ability to apply some basic principles and is able to make combinations. Uses acquired materials (25%).

Business and Marketing Plan:
Business Concept and Vision: Clear business idea with some innovative elements; vision is defined and relevant to sustainability.
Problem and Solution Fit: Clear problem statement and solution with some validation or relevance to sustainability.
Business Model: Clear business model with defined revenue streams and some operational planning.
Competitive Analysis: Clear identification of key competitors; includes some differentiation and market positioning.
Financial Planning: Clear financial projections with some assumptions and sustainability considerations..
Market Analysis: The plan presents a clear market definition supported by relevant data. It includes some analysis of market trends and segmentation, though depth and insight may be limited.
Target Audience: The target audience is clearly segmented and well-defined. Buyer personas may be included, offering a reasonable understanding of customer needs and behaviors.
Value Proposition: The value proposition is clearly stated and shows some uniqueness. It communicates the sustainable benefits of the product or service, though differentiation could be stronger.
Marketing Objectives: Objectives are clearly formulated and partially follow the SMART framework. Some goals are measurable and aligned with the overall strategy, though not all are fully developed.
Marketing Strategies: The strategy includes a clear and relevant marketing mix, with multiple channels used effectively. Sustainability is considered, though not fully integrated across all elements.
Budget & Resources: The budget is clearly outlined and includes basic resource planning. Justifications are provided, though some areas may lack detail or optimization.
Implementation Plan: The plan includes a clear timeline and defines roles and responsibilities. Key milestones are identified, though sustainability checkpoints may be limited.
Monitoring & Evaluation: The plan presents clear metrics and KPIs. An evaluation process is outlined, though it may lack depth or comprehensive follow-up mechanisms.

Arviointikriteerit, kiitettävä (5)

Grade of the exam (75%).

The group is able to see and explain critical success factors of a company and an industry. Understands theory and can explain findings with theory. Can find areas of development and demonstrates ability to think critically. Can analyze causal relations with insights (25%)

Business and Marketing Plan:
Business Concept and Vision: Strong, well-articulated concept with a compelling and sustainability-driven vision that guides the entire plan.
Problem and Solution Fit: Well-defined problem with a validated, innovative solution that directly addresses sustainability challenges.
Business Model: Well-developed, scalable business model with sustainable revenue generation and operational efficiency.
Competitive Analysis: Thorough analysis with strategic positioning, competitive advantage, and sustainability differentiation.
Financial Planning: Detailed, realistic financial plan with well-supported projections, cost structures, and sustainability impact.
Market Analysis: Demonstrates a comprehensive and insightful understanding of the market. Includes well-researched data, analysis of trends, and clearly defined market segments relevant to sustainability.
Target Audience: The target audience is precisely segmented and supported by detailed buyer personas. Audience insights are data-driven and directly inform strategic decisions.
Value Proposition: The value proposition is compelling, clearly differentiated, and strongly aligned with sustainability. It effectively communicates the unique benefits and impact of the product or solution.
Marketing Objectives: Objectives are strategic, fully aligned with the business goals, and follow the SMART framework. They are measurable, realistic, and incorporate sustainability targets.
Marketing Strategies: The strategy is creative, well-integrated, and tailored to the target audience. It uses a multi-channel approach and places sustainability at the core of messaging and execution.
Budget and Resources: The budget is detailed, realistic, and strategically allocated. Resource planning includes sustainability considerations such as eco-friendly vendors and cost-efficiency.
Implementation plan: The plan is actionable and well-structured, with a clear timeline, defined roles, and sustainability milestones. It demonstrates strong project management and foresight.
Monitoring and Evaluation: Includes robust KPIs and a comprehensive evaluation framework. Metrics are clearly linked to objectives and include sustainability impact indicators. Continuous improvement is built into the process.
Innovation and Creativity: Highly creative, disruptive, sustainability-driven
Sustainability Integration: Core to strategy, measurable sustainability outcomes

Lisätiedot

With email to the teacher monica.tamminen@turkuamk.fi. In the title, please, use the course name.