Students are able to use systematically the competitive tools of marketing in creating competitive advantage and can apply them to services. They will be able to plan a company's effective competitive tool combination for each phase in a product’s life cycle. Students can make marketing decisions in a company as a whole via simulation. They can analyze the results and profitability of their decisions and compare them to their competitors.
Student's Workload
- lectures, group work and simulation 42 h
- independent work 118 h
Prerequisites / Recommended Optional Courses
Basics of Business Competence
Contents
- Decisions pertaining to products and product groups, new-product development and product life-cycle strategies
- Factors influencing pricing and various approaches to pricing, pricing strategies and methods, price elasticity and price maneuvering
- Decisions pertaining to planning and managing marketing channels, external and internal availability
- special features of services and their impact on the use on competitive tools
- in simulation especially: market analysis, the choice of target groups, positioning, planning the marketing mix and budgeting
Recommended or Required Reading
- Kotler, P., Armstrong, G., Saunders, J. & Wong, V. (2008). Principles of Marketing. Luvut 11-15 ja 19
- opettajan ilmoittama materiaali
Mode of Delivery / Planned Learning Activities and Teaching Methods
- lectures, group work and simulation
Assessment Criteria
Excellent (5): The student has carried out work to an excellent standard and participated actively and constructively. Students are able to use systematically the competitive tools of marketing in creating competitive advantage and can apply them to services. They will be able to plan a company's effective competitive tool combination for each phase in a product’s life cycle. Students can make marketing decisions in a company as a whole via simulation. They can analyze the results and profitability of their decisions and compare them to their competitors.
Good (4-3): The student has carried out work well and participated actively. Students are able to use systematically the competitive tools of marketing in creating competitive advantage and can apply them to services. They will be able to plan a company's effective competitive tool combination for each phase in a product’s life cycle. Students can make marketing decisions in a company as a whole via simulation. They can analyze the results and profitability of their decisions and compare them to their competitors.
Satisfactory (2-1): The student has carried out work and participated as instructed. Students are able to use the competitive tools of marketing in creating competitive advantage. They will be able to plan a company's competitive tool combination for each phase in a product’s life cycle. Students can make marketing decisions in a company via simulation. They can compare them to their competitors.
Assessment Methods
- exam 30 %
- group work and active participation 40 %
- simulation 30 % (simulation process : reports, presentations, active participation in simulation and continuous assessment)
- Both parts must be successfully completed to receive a grade for the course. Attendance and active participation affect the overall grade